The Programmatic Glossary
A practical glossary designed to help marketers, advertisers and ad-tech professionals understand the terminology that powers programmatic advertising
Technical Infrastructure
Prebid Adapter
A small code module within the Prebid.js framework that enables a specific demand partner (DSP, Demand-Side Platform, SSP or exchange) to participate in header bidding auctions run by the publisher. Each partner needs their own adapter to connect.
HOW IT WORKS
A Prebid adapter handles the communication between Prebid.js and a specific demand partner's bidding system. It translates the standard Prebid auction format into the partner's specific API (Application Programming Interface) format, sends the bid request, receives the response and passes it back to Prebid for comparison. Adapters are open-source and submitted to the Prebid repository.
EXAMPLE
A publisher adds the Limelight Prebid adapter to their Prebid.js configuration. From that point, every time their header bidding auction runs, the Limelight adapter automatically sends a bid request to Limelight's system and brings the response back into the auction. No custom development is required.
RELATED TERMS
Prebid | Header Bidding | DSP (Demand-Side Platform) | SSP (Supply-Side Platform) | JavaScript Tag
★ LIMELIGHT INSIGHT: Limelight maintains a Prebid adapter, allowing publisher partners to access Limelight demand seamlessly through their existing Prebid setup.
