BidSwitch vs Prebid

BidSwitch partners with Adalytics to strengthen media quality for supply partners

Bespoke research insights will provide an additional opt-in layer of media quality review for supply partners, contributing to a higher quality ecosystem.

BidSwitch partners with Adalytics to strengthen media quality for supply partners

Bespoke research insights will provide an additional opt-in layer of media quality review for supply partners, contributing to a higher quality ecosystem.

Judge Rules Google Won’t Have to Break Up Ad Tech Business

Judge Leonie Brinkema ruled that Google illegally monopolized publisher ad-server and ad-exchange markets, but rejected the DOJ's proposed structural remedies, including divestiture of AdX and DFP. Instead, she imposed behavioral remedies largely based on Google's own proposals, requiring AdX to bid into Prebid via API integrations, mandating non-discriminatory bidding by Google Ads, eliminating UPR in the US, and banning first/last look. Google must share real-time bid data with publishers and stop AdWords from bidding directly into DFP or favoring Google's tools. The remedies apply globally but exclude video, in-app, and retail media, and do not require open-sourcing auction logic. A technical monitor will oversee compliance for six years with quarterly reporting. The ruling favors large exchanges and publishers with technical resources, while the DOJ lost on including DV360 and video/in-app inventory. Google retains AdX and DFP but intends to appeal. This parallels Judge Mehta's 2024 search decision, marking a second illegal monopoly finding without a breakup. Separate EU fines, state AG cases, and civil lawsuits continue.

• Judge Brinkema rejected structural breakup, imposing behavioral remedies, allowing Google to retain AdX and DFP and avoid open-sourcing auction logic.
• Remedies include AdX bidding into Prebid via API integrations, non-discriminatory bidding, UPR elimination in the US, bans on first/last look, and real-time bid data sharing with publishers.
• Google must provide publishers with historical and configuration data from DFP and AdX via an API, and stop AdWords from bidding directly into DFP or favoring Google's tools.

Prebid.js 11.35.0 released with Adbix adapter

Prebid.js, an open-source header bidding wrapper, has released version 11.35.0. This release introduces a new bid adapter for Adbix, along with several core updates and bug fixes. Key changes include a core improvement for safe renderer bids, maintenance updates for various RTD providers, and endpoint updates for several bid adapters. Notably, the Criteo bid adapter received parameter type declarations, and the Adkernel bid adapter now supports DSA (Digital Services Act) requirements. The release also includes clarifications for hashed email requirements in the Acxiom Real ID integration.

• Prebid.js version 11.35.0 released.
• New bid adapter added for Adbix.
• Core: safe renderer bids no longer use legacyRender write path.

Prebid.js 11.34.0 Released with Adswag and Geniee Adapters

This release of Prebid.js, version 11.34.0, includes core enhancements, new bid adapters, and maintenance updates. The core PRs focus on fixes to the build system, removing page-lifetime retainers of per-auction data, and a refinement to the user ID refresh logic. New features include the addition of the Adswag and Geniee Exchange (ex_geniee) bid adapters. The release also includes maintenance updates such as verifying the OpenRTB provenance carrier for the Encypher RTD provider, inheriting GVL IDs for short aliases across various bid adapters, updating the Utiq ID module to pass a category in the `ext` response, and adding a Ppcbuzz adapter. The release was authored by github-actions on September 11, 2026.

• Prebid.js 11.34.0 was released on September 11, 2026.
• New bid adapters added: Adswag and Geniee Exchange.
• Core fix: removed three page-lifetime retainers of per-auction data.