Shinka, an independent ad tech infrastructure provider for Connected TV (CTV) and Digital Out-of-Home (DOOH) publishers, today 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. It’s estimated that this cache currently makes up over 60% of configured endpoints.
Microsoft's deprecation affects thousands of publishers worldwide who rely on Microsoft's hosted cache implementations for video advertising. Without a functioning cache service, video ad delivery through header bidding ceases completely, representing a critical infrastructure dependency that requires immediate attention from the programmatic advertising ecosystem.
"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.
Shinka Prebid Cache delivers enterprise-grade caching infrastructure with comprehensive capabilities designed specifically for the demands of modern video advertising:
Proven Scale and Reliability
Deployed on proven infrastructure currently handling billions monthly ad requests for major media companies. The platform demonstrates consistent performance under high-volume conditions with proven uptime records.
Global Performance
Low-latency endpoints across key geographic regions including North America, Europe, and Asia-Pacific ensure fast creative retrieval regardless of publisher or viewer location. Edge distribution minimises latency for time-sensitive video ad delivery.
Real-Time Analytics and Monitoring
Publishers gain access to a comprehensive analytics dashboard providing real-time visibility into cache performance metrics with monitoring tools to help identify and resolve issues proactively.
Technical Support and Consultation
Responsive support from engineers with deep expertise in video advertising infrastructure, programmatic workflows, and CTV/DOOH environments. Support includes migration planning assistance, troubleshooting, and optimisation recommendations.
Shinka has opened an early access program for publishers seeking to migrate ahead of the January 31, 2026 deadline. The program provides priority onboarding, dedicated technical support, and the opportunity to provide product feedback during the initial launch phase.
Publishers interested in early access should contact Shinka at support@shinka.io.
"We want publishers to have ample time for proper testing and validation," Greene added. "Organisations that begin migration planning in Q1 2026 will execute smooth transitions with comprehensive testing. We're committed to making this infrastructure available to the entire ecosystem, not just our existing clients."
Shinka is a truly independent mediation platform purpose-built for CTV and DOOH programmatic advertising. By conducting auctions outside traditional ad servers, Shinka eliminates conflicts of interest and delivers unprecedented transparency through real-time bid-level reporting. Processing over 20 billion monthly ad requests, Shinka helps publishers unlock incremental revenue while maintaining full control of their monetisation strategy. Learn more at www.shinka.io
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