By Ronan Shields

Leading adtech outfits AppNexus, Index Exchange and PubMatic are this week rolling out a server-side header bidding initiative, along with Facebook, in a move that is likely to further drive competition with Google when it comes to publishers’ inventory.

The parties are working cooperatively to rollout PreBid server, a server-to-server header bidding solution for parties working as part of the open source prebid.js project, which will start shipping this week.

This means that any publisher that has PreBid.js installed on their website can now access the new software that has server-to-server support built in, and then choose which Read full story ›

Source: The Drum