Prebid Connectors are a fee-free solution that was created by Sulvo to eliminate unnecessary intermediaries in the ad tech chain on impressions that don’t add value.
Why are Prebid Connectors important?
Going direct to the buyer’s software (their actual Demand Side Platform that they log into to upload creatives and funds) is the closest possible connection to the buyers. Websites often have impressions that don’t require proprietary data to increase CPM. For these impressions, it can be better if the publisher clears them with the generic DSPs that the buyer is using for that specific campaign.
Please note that the purpose of connecting Prebid buyers is to reduce the need on 3rd party intermediaries, especially on impressions where they aren’t adding value into the chain. While we support some, we do not recommend adding generic intermediaries or exchanges into the mix (IndexExchange, DistrictM, Conversant, Openx, Rubicon). Using the actual DSPs, however, is highly recommended (Adform, Triplelift, etc).
To read more about Sulvo's features go to sulvo.com/features.