Online Media Solutions (OMS)

Prebid.js 10.26.0: New Adapters and Privacy Enhancements!

Prebid.js published release 10.26.0 introducing multiple new and initial bid adapter integrations (ReVantage, LeagueM, Floxis, Harion, Verben, InsurAds, Adcluster), a core privacy change that disables fingerprinting APIs, and an update to the floor module adding an enforcement allowlist configuration option. The release also contains numerous maintenance fixes and improvements across adapters (OpenRTB migrations, media-type support, price floor parameters), and dependency bumps (ajv, fast-xml-parser, qs). These changes affect header-bidding integrations, publisher monetization configurations and privacy-related behaviors in Prebid header-bidding setups.

Data meets Creativity – Vermittlungsversuch zwischen zwei Welten

Data is increasingly central to advertising, extending beyond targeting to validation, optimization, and personalized creative. The BVDW organized a Hamburg theme evening on October 14, titled 'Data & Creativity,' to bridge advertisers, creatives, and data providers and discuss programmatic creativity as the next evolution of digital advertising. Panel participants included representatives from Facebook, Plan.Net, Jung von Matt, and Impossible Software. Friedrich von Zitzewitz of Plan.Net highlighted the challenge of aligning disparate systems and people, advocating a culture of experimentation. Ole John of Impossible Software argued that the US and UK are more experimental than Germany, where references are often sought before commissioning. Stefan Mohr of Jung von Matt/Next emphasized overcoming silo thinking to enable ongoing data-driven optimization beyond the campaign brief. Marc Wirbeleit from Facebook showcased dynamic creatives (potentially up to 10,000 variations) via a self-service tool, underscoring smartphones as the 'First Screen.' The event also referenced Cannes Lions 2015 and proposed a working group to foster cross-disciplinary understanding; a recording is available on the BVDW YouTube channel.

Content gegen Engagement

OMS unveiled a new interactive video advertising format called Video Engagement Ad, aimed at boosting audience attention for brand messages. The concept requires a consumer to watch a video and correctly answer a question before gaining free access to a publisher’s article from OMS’s portfolio. The format is positioned in the middle of content and is designed to increase concentration on the ad, with the expectation of above-average brand recall and advertising effectiveness. OMS argues the approach ensures the user not only views the spot but also understands the brand message. The launch is being rolled out now in collaboration with CaptchaAd, a provider of interactive video advertising services. CaptchaAd markets the format under its own name, Cad – The most effective Video Ad.