As publishers look to reduce their reliance on the ad-tech industry’s dominant players, a coalition of independent ad-tech companies under the banner Prebid is attracting some of the sector’s largest names.
Formed in 2017, its ranks have recently been bolstered by News Corp., Insider Inc., Chegg and SHE Media. The stakeholders are collectively developing alternatives to Google’s sell-side ad stack, fueling the creation of a set of open source monetization tools.
“Publishers deserve a transparent ad-tech ecosystem, and Prebid provides an open-source solution to achieve just that,” said Stephanie Layser, vp of advertising technology at News Corp.,
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