DOOH adtech company Hivestack is now a member of Prebid.org, giving it a role in shaping an open source solution for programmatic buying in out-of-home.

Prebid.org is a group of over 150 ad exchanges, publishers, buyers and third-party developers that are supporting standardized, open-source solutions in programmatic advertising. It also manages Prebid.js, Prebid Mobile and Prebid
Server, key pieces of technology that allow for easier implementation and execution of things like header bidding, a key area Prebid wanted to eliminate poor standards and bad practices from when it started in 2015.

Among Prebid.org’s other 150 members are Index Exchange, Magnite, The Trade Desk, Xandr and MediaMath.

As a member, Hivestack will be able to further support its recent goals of driving adoption for open source, unified auction framework in the DOOH space, where the concept is still relatively nascent compared to other mediums for programmatic buying. By being involved with the organization that oversees forms of open source technology that are widely used in the programmatic sector, it also gives Hivestack a role in shaping its future.

Late last year, Hivestack first brought a form of header bidder to the DOOH space to try and replicate some of the transparency benefits and higher publisher yields that were being seen with programmatic display ads.