Gareth Glaser
3 min read

Open Source Solutions Help Publishers to Thrive on Their Own Terms

Across industries, open-source communities have historically emerged to expedite the progress toward a common and widely beneficial goal. In fact, Elon Musk open-sourced all the patents for Tesla to accelerate the advent of sustainable transport. As he put it, “If we clear a path to the creation of compelling electric vehicles, but then lay intellectual property landmines behind us to inhibit others, we are acting in a manner contrary to that goal.” 

Similarly, Magnite believes that there is a path to a more transparent, independent, and profitable online ecosystem. Here, open-source initiatives have made the programmatic supply path more efficient and transparent over the last year, with leading the way with initiatives including a publisher-controlled universal identifier

Rather than backing proprietary tech, Prebid offers open-source header bidding solutions and beyond, empowering publishers to take control of their businesses without sacrificing transparency. Built for the Prebid community, by the Prebid community, it pushes the cutting edge with new features and functionality, driving industry standards. 

An Industry at a Crossroads

Last year, nearly two-thirds of U.S. digital ad spend went to Google, Facebook, and Amazon according to GroupM. The rub is these walled gardens offer limited transparency and control to independent publishers, using their own closed platforms, operating systems, devices, and even browsers. 

Consequently, ours is an industry at a crossroads. It is divided into two classes – those who are independent and those who are part of the walled gardens. This is true of both publishers and tech providers, who in some cases are one-in-the-same. In order for the independent internet to thrive, we need a solution that offers publishers the flexibility and control necessary to maximize revenue and produce the content that powers the online ecosystem as a whole. 

To this end, it’s become Magnite’s mission to help publishers break their reliance on ad tech’s walled gardens, and our Demand Manager solution does just that. 

Demand Manager is a tool that helps publishers make the most of Prebid

Demand Manager is a customizable, full-service offering built on top of Prebid which sellers can use to gain more insights, flexibility, and control over header bidding and improve monetization. If Prebid is the core engine and transmission, you could say Demand Manager is the steering wheel, pedals, and gear shift — the tech needed to drive solutions.

Undoubtedly, Prebid is innovating on the front lines of identity, pricing, PG, server, app, AMP, video, and native, yet these features are only useful if the publisher can actually take full advantage of them. Here, Demand Manager is the best means by which the publisher can implement all that the Prebid has to offer. 

Ultimately, only if we are able to come together with our combined strength and collaborate as a community will we be able to see the independent internet thrive. Here, Demand Manager, built on top of Prebid, is further helping sellers thrive outside the walled gardens of the programmatic landscape.

To learn more about Demand Manager, get in touch with us at