Observed Signal · Dec 16, 2025 · Product Launch · Source: ExchangeWire · Impact: 4/5 · Sentiment: Positive
Shinka Unveils Prebid Cache to Replace Microsoft’s Service
Shinka, an independent ad tech infrastructure provider for connected TV (CTV) and digital out-of-home (DOOH) publishers, announced the launch of Shinka Prebid Cache, an enterprise-grade caching platform designed to replace Microsoft-hosted Prebid Cache, which is being deprecated in H1 2026 with a hard deadline of April 30, 2026. The move addresses a critical infrastructure gap as thousands of publishers rely on the Microsoft-hosted cache for video header bidding, with the current cache reportedly accounting for over 60% of configured endpoints for video creatives. Shinka Prebid Cache is built to process billions of ad requests monthly, offers low-latency global endpoints, real-time analytics, and migration support. The service has achieved SOC 2 Type 1 compliance. An early access program is open with a January 31, 2026 deadline, including priority onboarding and dedicated technical support. CEO Kieran Greene emphasizes providing a reliable alternative to ensure smooth migrations across the ecosystem.
Major platform deprecation (Microsoft) driving industrywide migration needs; enterprise solution launch to address critical infrastructure gap.
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Key Takeaways & Evidence Grounding
- Shinka launches Shinka Prebid Cache, an enterprise-grade caching infrastructure for video advertising.
- Microsoft-hosted Prebid Cache will be deprecated in H1 2026, with a hard deadline of April 30, 2026.
- The Microsoft-hosted cache currently accounts for over 60% of configured Prebid Cache endpoints for video creatives.
- Shinka Prebid Cache has achieved SOC 2 Type 1 compliance.
- Early access program is open with a January 31, 2026 deadline, offering priority onboarding and migration planning assistance.
Connected Companies & Entities
2 Entities mappedRelated Market Signals & Shifts
Recent verified developments and strategic activity across this market segment.
Publishers Losing Revenue in Programmatic CTV
Shinka founder and CEO Kieran Greene argues that inefficiencies in the programmatic CTV supply chain — particularly poor bid-request formatting, missing signals, and vertically integrated stacks that prioritise their own demand paths — are leaving publishers revenue on the table. Shinka positions itself as an ad-server-agnostic mediation layer that integrates with video players and SSAI providers to enrich and translate bid requests for all demand partners, increasing bid density and CPMs. Greene says publishers typically see a 20–40% revenue uplift when these inefficiencies are addressed. Shinka charges CPM fees only on delivered impressions, completed SOC 2 Type II certification, and announced a partnership with DOOH network GSTV earlier in the summer.
Microsoft's Caching Cut Sparks Crisis for Video Publishers
Microsoft Advertising will stop providing free caching for Prebid video ad files on April 30, a change that follows the planned shutdown of the Xandr DSP and converts Prebid video caching into a paid ad‑tech feature. Publishers that use Prebid with Google Ad Manager (GAM) rely on an intermediary cache to host video creatives during the brief moment GAM runs its final auction; without Microsoft’s cache many Prebid-to-GAM video impressions could produce VAST errors and fail to play. Microsoft delayed the deadline from January 31 to April 30 and said Prebid.js now supports local caching. Alternatives include paid caching from SSPs and exchanges (e.g., Magnite, PubMatic, Mediavine, JW Player) or Prebid’s Local Cache (a BLOB/local approach) under development by Raptive and early testers. Industry estimates suggest Microsoft’s cache handled a majority of Prebid-to-GAM video traffic, and caching costs and integration work will be material for publishers.
Shinka Boosts Leadership to Accelerate CTV and DOOH Growth
Shinka, a fully transparent and platform-agnostic mediation layer for CTV, DOOH, and Audio, announced on 13 October 2025 the appointment of two new senior vice presidents: Nick Flood as SVP of product & GTM and Walton Musgrave as SVP of commercial & partnerships. The hires aim to scale Shinka’s platform to meet growing demand from publishers and media owners across CTV and DOOH. Flood brings 20+ years in media and product management with prior roles at Kindred, Future Plc, Dennis Publishing, and Haymarket Media Group, to drive product vision and GTM strategy. Musgrave, also with 20+ years in digital media leadership, has led revenue initiatives at GB News, Hello, Dennis Publishing, and DAZN, to lead customer growth and strategic partnerships. CEO Kieran Greene stated the hires position Shinka to capitalize on an inflection point in CTV and DOOH monetisation and reinforce its commitment to a transparent, agnostic, omnichannel mediation layer for partners.
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