Ad tech platform Marfeel has just announced a partnership with AppNexus and Rubicon Project to bolster its server-to-server header bidding solution.
The company says that boosting the effectiveness and performance of programmatic ads is at the heart of Marfeel’s intent to help its partners monetise and maximise revenue.
“Other publishers are stuck on the sidelines, trying to catch up, while our partners have the benefit of working with a true leader in the ad tech ecosystem. The bottom line is, Marfeel publishers can access unparalleled ad tech value, resulting in greater revenues,” said Marfeel founder Xavi Beumala.
Marfeel has previously worked with Prebid.org, launched by AppNexus and Rubicon Project in 2017, to pioneer server-to-server header bidding solutions.
Prebid is among the most widely used header bidding wrappers and now supports 60 demand partners alongside publishers and analytics providers. Furthermore, it auctions ad inventory to various SSPs and exchanges, increasing bid density and thereby the value of an impression.
The move comes at a time when Marfeel is launching its new MBid technology for server-to-server header bidding.