Prebid vs PubMatic

Getting Paid in the AI Era: A Field Guide to the New Monetization Models

Article by Anton Nashkerskyi (Sigma Software) and Krish Arvapally (Dappier), for the Prebid LLM Taskforce. Part of the publisher series. Earlier articles in this series covered AI traffic and …

Prebid.js 11.46.0: CI workflows upgraded to Node 24

Prebid.js, the open-source header bidding wrapper, has released version 11.46.0, which updates its CI (Continuous Integration) workflows to use Node 24-based checkout action v6. Specifically, the bounded-qwen-review.yml and open-code-review.yml workflows were migrated to the newer checkout action. This technical release focuses on infrastructure improvements, ensuring compatibility with the latest Node.js runtime for automated code review processes. No functional changes to the ad serving library were included. This release is part of Prebid.js's ongoing maintenance and modernization of its development tooling.

• Prebid.js released version 11.46.0 on October 30, 2026.
• CI workflows bounded-qwen-review.yml and open-code-review.yml were moved to Node 24-based checkout action v6.
• The release is tagged by patmmccann.

Prebid.js 11.44.0 adds priority bids support

Prebid.js has released versions 11.44.0 and 11.45.0, introducing significant features and improvements. Version 11.44.0 centers on priority bids (allowPriorityBids opt-in, bid.priority, priority-adjusted ranking), enabling publishers to influence auction outcomes. It also includes core enhancements like hardened layout calculations, caching layout reads, using multibid's originalRequestId, and resetting GPT targeting after BID_WON. New bid adapters were added: Roockmobile, VisionForgeX, MonetiseUp, Onebidtech, Adhouse, and Shopnomix. Version 11.45.0 adds house bids (zero-CPM) from priority-enabled adapters, an option for bidder-specific supply chain replacement (firstPartyData.replaceGlobalSchain), late CMP API support, and better reset handling. It also improves error recovery in the currency module for malformed rates, allows video auctions to complete when cached bids are discarded, and includes a new Publink.io adapter. Maintenance includes OpenRTB migration for Yieldlab and bug fixes.

• Prebid.js 11.44.0 (Oct 24, 2026) introduced priority bids (allowPriorityBids opt-in, bid.priority, priority-adjusted ranking).
• Prebid.js 11.45.0 (Oct 28, 2026) added house bids (zero-CPM) from priority-enabled adapters and option firstPartyData.replaceGlobalSchain.
• New bid adapters: Roockmobile, VisionForgeX, MonetiseUp, Onebidtech, Adhouse, Shopnomix (11.44.0) and Publink.io (11.45.0).

OpenAI Ad Deals With Magnite, PubMatic; Google Search Budgets Scrutinized

OpenAI is expanding its ChatGPT advertising business by partnering with supply-side platforms Magnite and PubMatic to fill unused ad space, following its playbook of opening up inventory to third parties before potentially walling it off, as seen with YouTube, Facebook, and Amazon. The partnerships add to OpenAI's existing ad-tech partners including LiveRamp, Criteo, StackAdapt, and Amazon Ads. Meanwhile, prediction markets like Polymarket and Novig are courting celebrity endorsements despite public skepticism. Additionally, ad buyers are reallocating 10-30% of Google search budgets to other channels due to AI Overviews reducing ad performance and higher CPCs, following Alphabet's earnings report showing a slowdown in search ad growth. Publicis completed its acquisition of LiveRamp, and OpenX appointed Robert Horler as CEO.

• Magnite and PubMatic have signed deals with OpenAI to fill unused ChatGPT ad space.
• OpenAI's ad-tech partners include LiveRamp, Criteo, StackAdapt, and Amazon Ads.
• Polymarket launched a celebrity ad campaign featuring LeBron James, Derek Jeter, and others.

Key Insights from PubAcademy NY: The Open Internet’s Performance Moment

PubMatic added a new blog post summarizing key insights from PubAcademy NY, focusing on the open internet's performance moment. Also added a post about BCN and PubMatic bringing agent-to-agent activation to Germany.

Live Sports Buying, Reimagined: How Verified Content Data Changes Programmatic CTV

New blog post added: 'Live Sports Buying, Reimagined: How Verified Content Data Changes Programmatic CTV' (URL: https://pubmatic.com/blog/live-sports-buying-reimagined/). The post discusses how verified content data changes programmatic CTV for live sports buying.