Amazon Joins the Prebid Party With Its Own Adapter [Video]

Amazon’s move to build a dedicated Prebid adapter marks a turning point in ad tech, signaling the dominance of open-source header bidding and a new era of interoperability.

Amazon announced Wednesday it’s building a dedicated Prebid adapter. The move signals that Prebid has firmly established itself as the industry standard. 

For years, header bidding has been a battleground of competing technologies and approaches. Google famously built an alternative in Open Bidding that let it avoid competing directly with other SSPs in Prebid header bidding setups.

In contrast, Amazon’s release of a Prebid adapter cements its embrace of the open-source Prebid ecosystem. As far as Amazon is concerned, the Prebid “war” is effectively over. 

Amazon getting on board with Prebid also marks a full-circle moment for industry veterans who’ve long advocated for the open-source solution. Stephanie Layser, global head of publisher ad tech solutions at Amazon Web Services (AWS), recalled just how controversial the idea of Amazon interoperating with Prebid once was.

“In 2016, I …