OpenWrap
OpenWrap maximizes publisher ad revenue by enabling transparent, low-latency unified auctions across all demand sources and screens, with enterprise support and deep analytics — all built on open-source Prebid standards.
Last updated May 11, 2026 by the ATDb Editorial Team
- Industry
- Programmatic Advertising / Header Bidding
- Business Model
- Managed Service / Revenue Share
- Target Market
- Enterprise
- Employee Count
- 1001-5000
- Stock Symbol
- PUBM
- Parent Company
- PubMatic
- API Available
- Yes
Leading enterprise Prebid-based header bidding wrapper backed by a publicly traded SSP, with strong presence across web, mobile, and CTV/OTT
OpenWrap is PubMatic's flagship header bidding solution, built on the open-source Prebid.js framework and designed to give publishers full transparency and control over their programmatic monetization stack. Launched in 2017, OpenWrap enables publishers to run unified auctions across multiple demand sources simultaneously, reducing latency and increasing competition for each impression. It supports web, mobile app (SDK), and CTV/OTT environments, making it one of the more comprehensive header bidding wrappers available in the market. As a product of PubMatic — a publicly traded supply-side platform (SSP) — OpenWrap benefits from deep integration with PubMatic's broader infrastructure, including its identity solutions, analytics, and demand relationships. The wrapper is offered as a managed service with enterprise-level support, distinguishing it from self-serve Prebid implementations. Publishers gain access to real-time reporting, A/B testing capabilities, and a centralized dashboard for managing bidder configurations without requiring constant engineering resources. OpenWrap occupies a strong position in the competitive header bidding wrapper market, competing with solutions from Index Exchange (Wrapper), Magnite, and independent wrappers like Amazon TAM. Its tight integration with PubMatic's SSP and identity graph (OpenWrap ID) provides a differentiated value proposition for publishers seeking a full-stack monetization partner. The product is particularly significant in the CTV/OTT space, where header bidding adoption is still maturing and unified auction solutions are in high demand.
OpenWrap Web
Prebid.js-based header bidding wrapper for desktop and mobile web publishers, enabling unified auctions with multiple SSPs and demand partners
OpenWrap SDK
Mobile in-app header bidding SDK for iOS and Android, supporting parallel auction execution across demand sources
OpenWrap OTT/CTV
Server-side header bidding solution for connected TV and OTT publishers, enabling programmatic competition in streaming environments
OpenWrap ID
Identity solution integrated into the wrapper to support cookieless targeting and audience addressability across environments
OpenWrap Analytics
Real-time reporting and analytics dashboard providing publishers with granular insights into bidder performance, revenue, and fill rates
A/B Testing
Built-in experimentation tools allowing publishers to test different wrapper configurations, timeout settings, and bidder combinations
- 2017Founded