sincera: what is it?
Sincera is a media telemetry service that provides novel data on the digital advertising ecosystem.
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Prebid.js is the open source framework that allows sites (also known as "publishers") to connect external advertiser demand to their ad inventory.
When a user visits a page powered by the prebid framework, the javascript will instruct "bidders" (ad exchanges who are configured within the framework by a given site) to respond with their best "bid" - the value a given brand, say Nike - is willing to pay to place an ad infront of a given user.
The sincera engine crawls of the top websites, with 91,423 indicating they are running prebid. 52,404 are running the latest major version of Prebid, indicating that 57.3% of sites are on version 5 or greater.
Note that there are many forks of Prebid that restrict some form of functionality (Prebid API access) so this should be considered a conservative number.
This chart provides a view into the total number of publishers on each minor version of Prebid.
Prebid.js is what's known as a "header bidding" solution, as the javascript typically runs in the "header" tag of a given publisher. This allows the site to contact exchanges for advertiser demand while avoiding interruption or page slowdown for the end user.
As Open Source software, Prebid plays a vital royal in the digital advertising ecosystem, as standardizes and maintains a path to advertiser demand for sites outside of the closed platforms (also known as "walled gardens") of Google, Facebook and Amazon.
div_id: banner-div-a size: 300x250 site_id: 335943
div_id: banner-div-b size: 300x250 site_id: 487806
Setting | Value |
---|---|
bidder timeout | |
prebid version | |
Bid Responses | XXXX |