How Does the Prebid.js 9.0 Update Signals Change in AdTech?

Removed / Updated APIs

• sendTargetingKeys → fully removed
• getBidResponses() and getNoBidsForAdUnitCode() → switched to modern array-based structures
• Bid objects no longer include deprecated fields like statusMessage or getStatusCode()
• Certain legacy configuration keys now either trigger explicit error logs or silent ignores, depending on the parameter. Consult module-specific release notes before relying on earlier field names.

Identity, EIDs, and Governance: Shift in User Data Handling

1. bid.userId deprecation has begun but is still temporarily supported.

   Many User ID modules continue to backfill bid.userId for backward compatibility in Prebid 10.x, but the full transition to EID-based structures will be completed in Prebid 11.x. These structures include:

   • userIdAsEids
   • ortb2.user.ext.eids

   This transition ensures a cleaner, more standardized identity format across SSPs, DSPs, and analytics pipelines.

2. Schain becomes explicit First-Party Data

   The supply chain object must be declared in one of:

   • ortb2.source.schain
   • ortb2.source.ext.schain

   This shift reflects a maturing ecosystem where supply-path transparency is a mandatory requirement, not an optional enhancement.

Video Advertising: ORTB2 Placement Requirements

Prebid.js 10.x finalizes the changes to video ORTB2 behaviors introduced earlier.

Key Video Updates in 10.x

1. No placement inference from context
   • Prebid.js no longer infers plcmt from context
   • For in-stream units, define plcmt inside ortb2Imp.video.plcmt. Outstream contexts may still infer plcmt = 4 automatically, but all other inference paths are removed.
2. Outstream remains the only inference exception
   • If context = "outstream", inferring plcmt = 4 is permitted
   • All other inference paths are removed
3. ORTB2 structures cleaned up for consistency
   • Better alignment with IAB standards
   • Less discrepancy across adapters
   • Reduced risk of downstream misclassification

Steps to Take

• Explicitly set plcmt for every video ad unit
• Review custom players for correct ORTB2 mapping

PAAPI (Privacy Sandbox) Updates

Prebid.js 10.x introduces updates to PAAPI integration, replacing legacy FLEDGE-style configuration and improving compatibility with GPT.js.

Key Updates

• Inside PAAPI configuration objects, the autoConfig flag has been replaced by a nested parameter controlling how Prebid synchronizes GPT targeting and auction configuration.

  This change is still experimental and not available as a global configWithTargeting switch.

• The experimental PAAPI module currently supports:
  • Full auction configuration
  • IGB response objects
  • Component seller usage
  • Publisher-designated TLS and GPT.js TLS submodules

Publisher-Facing Configuration Changes

Prebid 10.x includes several configuration shifts designed to streamline future development.

Key Changes

1. pbadslot has been deprecated
   • Explicit setting is discouraged
   • Future Prebid versions will remove population entirely
   • Publishers should rely on ortb2Imp.ext.gpid instead
2. Top-level configuration removal

   Fields like site, app, and device are no longer supported at the top level. All must be placed in:

   ortb2: { site, app, device }

3. Default timing updates
   • Updated S2S tmax
   • Revised User ID module default timeouts

4. Topics API changes

Publishers must now explicitly define which frames are used for Topics collection, an important signal for privacy governance.

Action Items

• Audit Prebid configuration for deprecated fields
• Move all site/app/device settings into ortb2
• Update any legacy topic-gathering frames