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Tags: Programmatic, Publisher, Header Bidding, Ad Serving, Relevant Yield

Updated: February 1, 2023

In 2022, programmatic advertising continued to have a significant impact on publishers, offering them a more efficient and automated way to sell ad inventory.

As we turn the page on another year, the programmatic advertising industry continues to evolve and mature at a rapid pace. With new technologies emerging and old ones becoming more refined, it's good to be aware of what media trends are expected to dominate the market so you have the best strategies.

Looking ahead to 2023, it's clear that certain trends will shape the future of programmatic advertising, offering both opportunities and challenges for those in the industry. In this blog post, we'll explore some of Prebid's key trends and product development to help you prepare for what's coming.


1. Prebid.js
The future of Prebid.js in 2023 is characterised by continued growth and evolution, as the open-source header bidding solution continues to gain popularity among publishers.

1. Prebid.js

These trends reflect the ongoing importance of header bidding in the programmatic landscape and the ongoing efforts of Prebid.js to remain a leading player in this field.

Watch Prebid's webinar about Prebid JS.


2. Prebid Server-side

A lot of focus and plans for Server-side, as the new development in other "products" (Audio, CTV, etc ) will receive support in Prebid Server.

Learn how publishers can easily adopt & manage server-side.

2. Prebid Server-side


3. Identity and SharedID
SharedID technology is expected to continue to gain momentum in 2023, as the industry seeks to address privacy concerns and improve the efficiency of digital advertising.

Learn how publishers can address audiences better using Universal ID.

With privacy concerns remaining a top priority, SharedID will likely continue to focus on ensuring that its solutions are compliant with privacy regulations and offer greater transparency for consumers.

Watch Prebid's webinar about SharedID.3. Identity and SharedID

This reflects the ongoing evolution of digital advertising and the industry's efforts to address privacy concerns while delivering more effective and relevant advertising. SharedID technology is expected to play a vital role in these efforts in 2023.

Explore ID5 as the technology to solve cookies challenges.
Watch Prebid's webinar about Identity and Privacy.


4. Prebid mobile
Back in May 2022, Prebid discussed the release of Prebid Mobile 2.0 at one of their events. It showed that Prebid Mobile will be more flexible and support more (Adserver) sources in general. 

This continues in 2023 with even more support.


5. Professor Prebid

Prebid's tool - Professor Prebid will see continued support for priorities identified by other PMC's.



As more households cut cable cords and turn to these platforms for their entertainment needs, CTV and OTT are getting more and more attention. Prebid is ready to facilitate growth with exciting developments.

Read ExchangeWire's predictions for CTV/OTT trends in 2023.



Like OTT and CTV, DOOH is gaining more popularity in 2023 as well. Prebid also has plans to support DOOH publishers monetising effectively.


Read The Drum's predictions for DOOH trends in 2023.


2023 is shaping up to be a challenging yet exciting year for Prebid and the programmatic advertising industry as a whole. With a focus on expanding its capabilities and providing even more value to publishers, Prebid is poised to continue its growth and make a big impact in the coming year. Keep an eye on Prebid for more updates and developments as we move into 2023!

Image source: Prebid's webinar

Thuy Ho
By: Thuy Ho

Thuy’s role as a Sales Manager is to help our customers to solve their pain points with the help of the Relevant Yield.


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