In July 2026, PubMatic announced it was shelving OpenWrap Web, its Prebid web wrapper, and recommended Playwire to its web publishers; OpenWrap SDK for apps continues (AdExchanger; Playwire).
Whether you moved, landed on a stopgap, or never used OpenWrap, this is a useful moment to review the wrapper you run today — not because of a deadline, but because wrapper changes are rare chances to clean up bidders, timeouts, and identity modules before the next peak season.
Why review now
A Prebid wrapper sits between your pages and the auction. Over time, bidder lists grow, adapter versions drift, GAM key-values accumulate, and ID modules get added without a full pass. Indian publisher stacks often add multi-domain and language editions on top of that.
A checklist won’t pick a vendor for you. It will tell you what you’re actually running — and what to ask before you change anything.
Wrapper review checklist
1. Bidder list and adapter versions
Export every bidder in the wrapper and note adapter versions. Remove dead or duplicate adapters. Check which partners you still want in the client auction versus server-side paths.
2. Timeouts and price granularity
Note client and server timeouts, and how price granularity is set for GAM. Prebid.org recommends A/B testing bidder count, timeouts, and client-versus-server split rather than guessing (Prebid intro).
3. Client vs server-side split
Map which demand runs in the browser versus Prebid Server (or another S2S path). Know why each bidder is where it is.
4. GAM line items and key-values
Confirm line items, price buckets, and key-values (hb_* and any custom keys) still match the wrapper’s output. Orphaned line items are common after a partial migration.
5. ID modules
List every User ID submodule in the build. Note storage type, refresh, and which modules you intend to keep. Identity should be intentional, not accidental.
6. Consent signals
Confirm CMP → Prebid consent wiring for the markets you sell into. Don’t claim compliance labels; verify the signals your stack actually passes.
7. AMP pages
If you run AMP editions, check how the wrapper or RTC path is configured there. Desktop config ≠ AMP config.
8. Multi-domain and language editions
For groups with many language sites or subdomains: is config shared or per edition? Where does drift show up first (ad units, IDs, timeouts)?
9. Reporting access
Who can see auction logs, bid rates, and timeout losses — you, the wrapper provider, or both? Can you export raw enough data to compare a staged change?
10. Exit terms and fees
How do you leave? What happens to config ownership, historical data, and commercial terms? Review this before you need it.
Questions to ask any wrapper provider (including us)
- Who owns the config — and can we change it without a ticket queue?
- Can we keep our existing demand partners?
- How do we see auction data in a form our ad-ops team can use?
- What does it cost, and what is included versus add-on?
Those four questions work whether you stay, switch, or stay temporarily on a stopgap.
About RediWrap
RediWrap is RediAds’ low-latency Prebid wrapper with custom adapters and advanced auction logic designed for high-scale environments. It’s one script that works alongside Google Ad Manager, and you keep your existing demand partners.
Times Internet (NewsPoint), Autocar India and ABP Live are live on RediWrap.
Questions about your wrapper setup? Email [email protected]. Prebid docs: RediAds bidder · RediAds ID
