Sell-side advertising company Magnite has launched an automated wrapper management feature within its Demand Manager tool. The new feature, an industry-first according to Magnite, is designed to aid publishers in growing revenue and enhancing efficiency.

Built on Prebid technology, Demand Manager provides publishers with yield management tools, reporting insights, and data enrichment connections. The automated wrapper management feature utilises machine learning to find optimal configurations in a publisher's Prebid Wrapper per impression, potentially enhancing billions of settings to improve performance.

"Demand Manager's Automated Wrapper Management tool provides us peace of mind knowing it leverages extensive historical data to adjust our Prebid settings on an ad request basis," said Vice President, Programmatic Sales, Yield & Strategy at Ranker, Alex Mason. Ranker, a publisher, reported a 5% increase in spend after implementing the automated wrapper management feature.

"This industry-first feature set supercharges Demand Manager so publishers can unlock the full power of Prebid and vastly improve their monetisation abilities without additional development and resource costs," said Vice President, Product Management at Magnite, Sunil Gupta.

The automation feature follows significant growth for Demand Manager, which saw a 30% increase in spend year-over-year from 2023 to 2024. Publishers including Buzzfeed and Disney use Demand Manager, and 13 of the top 50 Comscore ranked publishers rely on the tool to manage and monetise their Prebid inventory.

"Having worked with Magnite for 6 years, we've been consistently impressed with the impact Demand Manager has had on our bottom line," said Lead, Digital & Programmatic Revenue at Times Internet, Brijesh Chandila.

"Optimising Prebid settings manually can be a difficult and time-consuming task," said Senior Partnership Account Manager at Detik, Nabil Shidqi.