Marketers will now have a larger voice in Prebid, a coalition of ad-tech companies that standardizes programmatic monetization.
Havas Media Group is the first media agency to join the coalition’s ranks. Prebid is mostly made up of sell-side ad-tech companies and publishers, so adding a buy-side member can help guide the design and implementation of new products, said Prebid chair Tom Kershaw.
“If Havas can help us get to something that’s real and actionable that a buyer can really use easily, that’d be a huge gain for the industry,” said Kershaw, who is also chief technology officer at Magnite, a supply-side platform.
Prebid has bolstered its ranks lately, as independent ad-tech and publishers look to stay competitive with walled gardens.
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