Navigating Ad Tech: The Rise of Header Bidding

This chapter explores the complexities of ad technology, focusing on the evolution of header bidding and the challenges faced by Prebid as it sought independence. It examines the historical attempts to integrate Prebid within the IAB Tech Lab and how its distinct structure fosters innovation compared to the more bureaucratic processes at the IAB. Additionally, the chapter highlights the implications of payment structures within the ad ecosystem and the shifting landscape of IAB membership.