The Drum: AppNexus and Facebook lead Prebid server-to-server header bidding drive to challenge ‘digital monopoly’

Leading adtech outfits AppNexus, Index Exchange and PubMatic are this week rolling out a server-side header bidding initiative, along with Facebook, in a move that is likely to further drive competition with Google when it comes to publishers’ inventory. The parties are working cooperatively to rollout PreBid server, a server-to-server header bidding solution for parties ...continue reading