How Does the Prebid.js 9.0 Update Signals Change in AdTech?

The AdTech industry is undergoing a seismic shift, and Prebid.js 9.0 is at the epicenter.

This latest release isn't just a minor update; it's a strategic pivot that signals a future of streamlined, privacy-centric, and performance-driven ad serving. 

From significant module removals and enhanced privacy features to the evolution of video advertising and the integration of Privacy Sandbox, Prebid.js 9.0 is poised to redefine the way publishers interact with their ad tech stack. 

Let’s delve into the key changes and explore how they will impact the future of digital advertising.

Removed Modules and Updated Requirements

Prebid.js 9.0 introduces a leaner framework by removing several modules, showcasing a push for more efficient and streamlined AdTech setups.

Modules Removed:

1. Brightcom: Replaced with OMS Bid Adapter
2. Sovrn Analytics: No direct replacement listed; publishers must remove or find an alternative
3. Notable Others:some text
   • Adomik, Britepool, SpotX, pirId, Engage BDR, MyTarget, Parrable, Blue BillyWig, among others, have been removed without specified replacements.
   • Idward RTD is now Anonymized RTD
   • yahooSSP has been updated to yahooAds
   • GDPR Consent and Enforcement modules are now TCF Consent and Control modules, respectively

Action Items:

1. Review and Update Your Build: Ensure you're not using removed modules or updates – to the recommended replacements.

Monitor Future Releases: Note the addition of RichAudience in 9.1.0, indicating ongoing updates.

Enhanced Privacy and Consent Management

A deep dive into the official Prebid.js 9.0 documentation reveals significant updates in consent management, those are:

1. Removal of USP String and Module: The USP (User Signal Protocol) string is no longer part of the consent metadata, and the USP module is excluded from the recommended build.
2. GDPR to TCF Module Renaming: Modules previously referred to as GDPR are now renamed to TCF (Transparency and Consent Framework) modules. This change reflects adherence to a technical specification rather than implying compliance with the underlying GDPR legislation and case law.
3. GPP 1.0 Support Removal: Support for GPP (Global Privacy Platform) 1.0 has been removed from the module, indicating a shift towards more current standards.
4. Shift in "Vendorless" Modules Consent Approach: Notably, "vendorless" modules (e.g., the sharedID module) no longer rely on vendor consent within the TCF object. Instead, they depend on publisher purpose consent. Publishers are advised to verify that their Consent Management Platform (CMP) requests publisher purpose consents by examining the __tcfapi consent data object.
5. Implications for Prebid Mobile SDK Users: The update also suggests maintaining PUC (Publisher User Consent) for operational ease, especially for app creatives via Prebid Mobile SDK, aligning with evolving standards (such as preferring ORTB2 for native creatives) is crucial for future-proofing privacy compliance.

Review and Update:

1. Consent Modules: Ensure your setup reflects the removal of USP modules and the renaming of GDPR to TCF modules.
2. Verify GPP Version Support: Confirm the GPP version you are using, noting the removal of GPP 1.0 support.
3. Confirm Publisher Purpose Consents: Check your CMP setup to ensure it requests publisher purpose consents, as required by updated "vendorless" modules.
4. Stay Aligned with Evolving Privacy Standards: Regularly update your practices to comply with the latest in privacy regulations and AdTech innovations.

Video Advertising: ORTB2 Objects and Beyond

Prebid.js 9.0 brings significant updates to Video ORTB2 Objects, reflecting the industry's push for more sophisticated, context-aware advertising. 

Top-level selling support, with bid adapters capable of returning full auction configurations or IGB objects for advanced bidding scenarios.

For pubs like you, this means more precise control over video ad placements, signaling a future where video advertising is more integrated and less intrusive.

Key Updates:

1. Placement Setting: A shift in how Video ORTB2 Objects are handled, reflecting the industry's pursuit of more context-aware advertising.
2. Inference Changes:some text
   • Context Inference Update: The ORTB2 core adapter utility no longer infers placement from context.
   • Placement Specification:some text
     • Explicit Setting Recommended: Publishers are advised to set plcmt explicitly on their video ad units to avoid potential downstream inferences causing inventory quality issues.
     • Context Awareness:some text
       • context = 'instream' now solely refers to the technical integration method with the player, not relevant to ORTB2 bid requests.
       • Instream Inference Exception: Adapters should not infer plcmt from context. However, inferring plcmt = 4 from context = 'outstream' is reasonable.
       • Outstream Inference Note: Adapters can infer plcmt from context in outstream scenarios but must support both plcmt settings for flexibility.

Steps To Take:

1. Explicitly Define Video Ad Placements: To maintain inventory quality, ensure plcmt is set explicitly on your video ad units, avoiding reliance on contextual inferences.
2. Leverage Context-Aware Capabilities: Utilize the updated Video ORTB2 Objects to enhance user experience with more integrated, less intrusive video advertising.

Privacy Sandbox and PAAPI

The integration of PAAPI (Privacy Sandbox) with enhanced support for top-level selling and custom GPT slot configurations marks a pivotal moment in AdTech's privacy journey. 

Publishers can now configure PAAPI with more ease, ensuring compliance with emerging and ever-changing privacy standards. 

This shift towards simplicity in configuration, as seen with the configWithTargeting option replacing autoConfig, indicates an industry move towards more streamlined, privacy-centric ad serving.

Updates to PAAPI (Privacy Sandbox) Integration:

1. Simplified Configuration: PAAPI configuration is now more straightforward, replacing the complexities of Fledge (now referred to as PAAPI) in Prebid.js 8. x.
2. Top-Level Selling (TLS) Enhancements:some text
   • Publisher Designated TLS: Supports custom top-level decision logic with a dedicated submodule.
   • GPT.js Submodule: Offers simplified integration for Google Ad Manager users.
   • Ad Server Support: Enables ad servers to issue instructions compatible with the newly released publisher-designated TLS or submit their submodule for top-level selling.
3. Bid Adapter Flexibility:some text
   • Complete Auction Config or IGB Object: Bid adapters can return either, aligning with the ORTB community extension for PAAPI.
   • Component Seller Configuration: Publishers can designate a component seller to handle returned IGB objects, enhancing auction efficiency.
4. PAAPI for GPT: Custom Slot Configuration:some text
   • AutoConfig to configWithTargeting: A new default setting (true) that sets GPT targeting and submits auction configs together, differing from the previous autoConfig in its timing dependencies.
   • setPAAPIConfigForGPT Recommendation: Maintain control over auction configuration submission timing, publishers are advised to utilize this method, anticipating future gpt.js releases that may enable earlier configuration submissions.

Make Updates:

1. Update to Simplified PAAPI Configuration: Ensure a seamless transition from Fledge to PAAPI for enhanced privacy and top-level selling capabilities.
2. Leverage Top-Level Selling Submodules: Choose the appropriate submodule (e.g., publisher-designated TLS, GPT.js) to optimize your ad-serving strategy.
3. Review Bid Adapter and Component Seller Configurations: Align your setup with the latest PAAPI extensions for efficient auction handling.

Module Maintainer-Facing Deprecation Notices & Updates:

1. Preferred eids Object Usage: Bidders should prioritize the eids object in bid requests, phasing out the redundant userid object.
2. Storage Manager Access: User ID submodules may face restricted access to storage manager set methods in the future.
3. Performance Enhancements:some text
   • Function Deprecation: Certain performance-degrading functions may become unavailable to adapters.
   • Network Transmission Optimizations: Modules with excessive payloads may be modified.
4. Removed Functionality:some text
   • Bidder Companion Scripts: Completely removed, with only other module types permitted to source external JavaScript.

 Miscellaneous Configuration Changes & Deprecation Notices

Publisher-Facing Configuration Updates:

1. pbadslot Deprecation Warning:some text
   • Redundant Specification: Explicit pbadslot settings with imp.ext.gpid will trigger a warning.
   • Future Impact: The pre-auction module will cease populating pbadslot in the future, rendering explicit settings ineffective.
2. Ortb2 Configuration Preference:some text
   • Shift from Top-Level Configuration: Direct site, app, and device configurations are no longer supported; prefer using the ortb2 object within setConfig or requestBids.
   • Enhanced Flexibility: Aligns with industry trends towards more structured, privacy-centric configurations.
3. Default Timing Updates:some text
   • S2S tmax and userId module default timings have been revised for more reasonable settings.
4. Topics Module Requirements:some text
   • External Topics Gathering Frames Selection: Publishers must now choose which frames will be injected for topics gathering.

Action Items for Web Publishers:

1. Review Configuration for Redundant Settings: Ensure your setup is free from deprecated warnings.
2. Adopt ORTB2 Configuration: Leverage the ORTB2 object for streamlined setup.
3. Monitor Prebid.js Documentation: Stay updated with the latest configuration best practices.

These updates reflect the industry's pursuit of streamlined, privacy-centric, and performance-driven ad-serving solutions, mirroring broader tech trends towards efficiency and user-centric design. At Mile, we share this vision and are committed to innovating with these evolving standards. 

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