Ad Tech Briefing: Can flipping the ad auction wrest control of ad tech from Google?

This Ad Tech Briefing covers the latest in ad tech and platforms for Digiday+ members and is distributed over email every Tuesday at 10 a.m. ET. More from the series →

Last week, one of the industry’s premier fall ad tech gatherings took place, where host Prebid offered a sneak peek of a bold vision: an open internet without Google’s dominance.

Prebid, a non-profit organization that helps publishers monetize with open-source tools, wants to spearhead industry efforts, read: independent ad tech and publishers, to break its reliance on Google, at least in sell-side ad tech.