Adrian J Cotterill, Editor-in-Chief
Prebid.org, the organization that oversees open source Prebid programmatic advertising solutions, this week announced that Prebid now supports DOOH and confirms that the framework has been tested successfully. Hivestack by Perion and Intersection pioneered the first successful end to end test within the Prebid ecosystem, proving the efficacy of the model. With initial testing complete, other SSPs can now build adapters into Prebid’s pipes.
“We’re thrilled to introduce DOOH capabilities within the Prebid ecosystem and are encouraged by the successful testing conducted by Perion’s Hivestack and Intersection,” said Mike Racic, President of Prebid.org. “As our DOOH ecosystem begins to expand, our focus is on promoting broader adoption of these adapters to foster a more competitive and dynamic auction environment.”
Intersection has been an innovator in the programmatic DOOH space and was one of the first OOH media owners to implement an in-house header bidding solution to make it easier for partners to tap into their inventory.
“We’re thrilled to partner with Prebid and Hivestack on building this capability and subsequent proof of concept for the DOOH space,” said Nitin Shriram, Chief Technology Officer at Intersection. “With this new integration, we can now open up our inventory directly to omni-channel, vertical demand sources that currently have a Prebid server adapter— with very minimal integration effort”.
With adoption of this new DOOH support by both supply and demand-side partners growing, we are told that it’s important for more SSPs to develop or activate their DOOH adapters to enable further testing and ensure auction dynamics remain competitive.
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