What is Prebid in advertising?

Are you familiar with the term Prebid in advertising? If not, you’re missing out on a game-changing technology that’s transforming programmatic ad buying for publishers and advertisers alike. Prebid is an open-source header bidding solution that enables publishers to sell their ad inventory to multiple demand partners simultaneously, resulting in higher revenue and more control over ad placements.

In this blog post, we’ll dive into what Prebid is all about, its benefits and drawbacks, how it works, and why you should consider using it for your digital advertising needs. So buckle up and let’s get started!

What is Prebid?

Prebid is a powerful technology that has revolutionized the world of programmatic advertising. It’s an open-source wrapper solution that allows publishers to sell their ad inventory to multiple demand partners simultaneously, resulting in higher bids and increased revenue.

Also read about: What is header bidding?

In simple terms, Prebid acts as a mediator between publishers and advertisers, providing a level playing field for all parties involved. By enabling real-time bidding (RTB), Prebid eliminates the need for traditional waterfall auctions where ad inventory is sold sequentially based on pre-determined prices.

Prebid works by adding JavaScript code to the header of publisher websites. This code then sends bid requests to various supply-side platforms (SSPs) who compete with each other in real-time auctions to win ad impressions at the highest possible price.

The beauty of Prebid lies in its transparency and flexibility. Unlike closed auction models offered by some SSPs, Prebid provides complete control over which demand partners participate in auctions and how they bid on your inventory. This means you can optimize your ad placements based on data-driven insights and maximize revenue potential without sacrificing user experience or brand safety.

If you’re a publisher looking for ways to increase your programmatic advertising revenue while maintaining full control over your inventory, then Prebid is definitely worth considering!

What are the benefits of Prebid?

Prebid offers several benefits to publishers, buyers and advertisers alike. One of the main advantages is that it allows for open competition among multiple demand sources simultaneously. This means that publishers can receive bids from various SSPs (supply-side platforms) without having to rely on a single one.

Additionally, Prebid helps eliminate the need for waterfalling, which is a process where ad requests are sent sequentially to different SSPs until an appropriate bid is received. Waterfalling results in delays and lost revenue due to timeouts if there are no suitable bids.

By using Prebid.js, publishers can also gain more control over their inventory by setting floor prices or blocking ads from certain advertisers or categories. This ensures that only high-quality ads are displayed on their website while maintaining brand safety.

Moreover, Prebid provides transparency throughout the entire bidding process by allowing real-time reporting of all programmatic activity. Publishers can analyze data such as win rates and CPMs to optimize performance and maximize revenue.

Implementing Prebid technology into advertising strategies brings increased efficiency, transparency and control for publishers while providing buyers with access to premium inventory through open competition.

What are some of the drawbacks of Prebid?

While Prebid has many benefits, it also comes with some drawbacks that publishers should be aware of before implementing it. One of the main issues with using Prebid is that it can slow down your website’s loading time, especially if you have a large number of header bidding partners.

Another drawback of using Prebid is the complexity involved in setting up and maintaining the system. Publishers need to have a good understanding of how header bidding works and be willing to invest time in configuring their setup correctly.

One more thing to consider when using Prebid is the potential for discrepancies between different demand partners. This can lead to lost revenue or confusion about which partner is providing accurate reporting data.

It’s important for publishers to weigh these drawbacks against the benefits before deciding whether or not to implement pre-bidding on their sites. While there are challenges involved, many publishers find that the increased revenue from improved ad performance makes it worthwhile.

How does Prebid work?

Prebid is a technology that utilizes header bidding to allow publishers to sell their ad inventory programmatically. When a user visits a website, the page loads and sends out bid requests to multiple demand partners through Prebid.js, which allows various SSPs (supply-side platforms) or advertisers to bid on the impression in real-time.

The entire process of Prebid starts when the user initiates loading an internet page. Then, an advertiser sends its code via ‘Prebid.js’ into the publisher’s header tag or ad server. The code then connects with all of the relevant SSPs and exchanges where advertisers can participate in auctions for impressions.

When all bids are received from different sources, they are compared against each other using algorithms designed by AdTech companies. These algorithms determine who wins each auction based on factors such as CPM price and targeting criteria like device type, time of day etc.

Once an auction has been won by a demand partner, their creative is served onto the publisher’s web page if it meets certain pre-defined criteria such as size limitations or file format compatibility.

This complex process enables publishers to maximize their revenue potential by allowing them access to more buyers at once while also providing better ad experiences for users due to increased competition among bidders.

Why should you use Prebid?

Prebid is an open-source header bidding solution that allows publishers to maximize their ad revenue by auctioning off their inventory to multiple demand sources simultaneously. Using Prebid can improve transparency, competition and yield in the ad ecosystem.

One of the main reasons why you should use Prebid is because it provides publishers with more control over their inventory. With Prebid, they have access to a larger pool of potential buyers, including demand-side platforms (DSPs) and programmatic advertisers who are willing to pay top dollar for premium ad placements.

Moreover, using Prebid can help publishers mitigate some of the challenges associated with traditional waterfall auctions. By eliminating intermediaries and allowing all demand sources an equal chance at winning each impression, they can ensure fair market value for their inventory while also increasing overall monetization levels.

Another advantage of using Prebid is that it enables real-time decision-making based on granular data insights. Publishers can track key performance metrics such as viewability rates, click-through rates (CTR), engagement levels and revenue per thousand impressions (RPM), which helps them optimize campaigns in real-time for maximum ROI.

Another compelling reason why you should use Prebid is that it’s completely free! As an open-source solution backed by industry leaders such as AppNexus, Rubicon Project and Index Exchange, there are no hidden fees or commissions involved. This means that publishers get full access to advanced features like dynamic bidding without having to pay anything extra out-of-pocket.


To sum it up, Prebid is a revolutionary technology that has transformed the programmatic advertising industry. It allows publishers to increase their revenue and optimize their inventory while giving advertisers access to high-quality ad placements. With its open-source nature, easy integration with multiple demand partners, and transparency in the bidding process, Prebid.js has become the go-to choice for publishers looking to maximize their ad revenue.

While there are some drawbacks such as increased page latency and technical complexities involved in setting up Prebid auctions, the benefits outweigh them by far. The flexibility provided by SSPs also makes it easier for publishers to achieve maximum yield through header bidding.

If you’re a publisher looking to improve your monetization strategy or an advertiser seeking better visibility into ad placement opportunities across multiple platforms – you should definitely consider implementing Prebid.js on your website today!