{"page":"/blog/prebid-vs-open-bidding-vs-amazon-tam","modified":"2026-11-10","license":"https://creativecommons.org/licenses/by/4.0/","columns":["Remedy","Prebid path","Open Bidding path","Amazon path","Source"],"rows":[["AdX bids available inside Prebid","AdX demand can compete in the publisher's own auction","Less reason to keep AdX and exchanges inside Ad Manager","Amazon and AdX bids can meet in one Prebid auction","AdExchanger, 16 Sep 2026"],["DFP to Prebid Server link (12 months); second link for guaranteed and preferred deals (15 months)","Server-side Prebid can bid straight into Google's ad server","No direct change","No direct change","PPC Land, 6 Oct 2026"],["Header Bidding Trafficking for every DFP customer within six months","Easier line-item setup for small publishers","Removes one reason smaller publishers chose Open Bidding","Same benefit for APS line items","PPC Land, 6 Oct 2026"],["Unified Pricing Rules deprecated for indirect demand; First Look and Last Look barred","Floors can differ by exchange again","Same","Same","PPC Land, 6 Oct 2026"]],"sourceUrls":[["https://www.adexchanger.com/platforms/the-court-just-unsealed-judge-brinkemas-remedies-decision-in-the-google-ad-tech-antitrust-case-heres-your-tldr/"],["https://ppc.land/doj-seeks-6-months-google-12-to-open-its-ad-exchange-to-rivals/"],["https://ppc.land/doj-seeks-6-months-google-12-to-open-its-ad-exchange-to-rivals/"],["https://ppc.land/doj-seeks-6-months-google-12-to-open-its-ad-exchange-to-rivals/"]]}