Behead the Beast: Taking AdX Out of the Ad Server

Scott and Jana on Prebid’s proposed auction flip, with the ad server bidding into Prebid Server instead of the other way around. How the super auction really picks a winner today, why reservation tech is the missing piece and who could build it, whether Google has any excuse to stay out of Prebid Server, and what a non-technical publisher should do about it (nothing alone, your partners will carry it). Plus Google’s AI licensing checks: take the money, then make everyone else pay too.