"Shinka, an independent ad tech infrastructure provider for connected TV (CTV) and digital out-of-home (DOOH) publishers, announced the launch of Shinka Prebid Cache. The announcement comes in response to Microsoft's recent notification that the Microsoft-hosted (formerly AppNexus) public Prebid Cache service will be deprecated in H1 2026, with a hard deadline of April 30th, 2026. Publishers and ad tech platforms using http://prebid.adnxs.com/pbc to store and retrieve video creatives must migrate to an alternative solution before this date."
""When Microsoft announced the deprecation of their Prebid Cache service, we immediately recognised the critical infrastructure gap this creates for video publishers," said Kieran Greene, CEO of Shinka. "We've spent years building mediation and header bidding infrastructure. We have the technology stack, the operational expertise, and the scale to provide a reliable, transparent alternative.""
"Shinka Prebid Cache will launch on proven infrastructure that currently processes billions of ad requests monthly for enterprise clients, with the service recently achieving SOC 2 Type 1 compliance and is purpose-built for the unique requirements of video advertising workflows."
Microsoft notified that the Microsoft-hosted (formerly AppNexus) public Prebid Cache service will be deprecated in H1 2026 with a hard deadline of April 30th, 2026. Publishers and ad tech platforms using http://prebid.adnxs.com/pbc to store and retrieve video creatives must migrate to an alternative solution before that date. The shared cache currently accounts for over 60% of configured endpoints. Microsoft's deprecation affects thousands of publishers worldwide and risks stopping video ad delivery through header bidding without a functioning cache. Shinka launched Shinka Prebid Cache on infrastructure that processes billions of monthly ad requests and has achieved SOC 2 Type 1 compliance.
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