Thought Leadership

Alex Smith on the Future of Prebid Mobile

April 8, 2019
By Rubicon Project

Today’s consumers are increasingly mobile. And mobile continues to increase its share of advertising spend, eclipsing TV in 2018, according to eMarketer. But mobile publishers present a unique set of ad tech challenges, especially when it comes to increasing app monetization through header bidding.

We asked chairperson, Product Manager Alex Smith, what Prebid has in store for mobile publishers.

Video Transcript

What is the future of Prebid Mobile?

Prebid mobile is a pretty new solution within the Prebid stack. It’s definitely the least developed solution because it’s the least used. Prebid.js is really the leading solution. So right now it’s kind of bare bones. It’s display. There’s no video. There’s no native. There’s no rendering capabilities. So, the good news is that we can learn so much, and kind of build all those features as publishers have the need.

So I think that Prebid mobile will be a modular SDK eventually, instead of kind of this one big SDK. We’ll have all formats, and we’ll have a rendering capability as well, so it can be a true stand-alone monetization SDK for publishers. I think the beauty of Prebid mobile is that you only install one SDK and you can plug in as much demand as possible. And I think that that’s going to be really attractive once we start supporting those additional formats in a modular type fashion, as well as the rendering capability component to that.

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