diff --git a/adapters/imds/imds.go b/adapters/advertising/advertising.go
similarity index 92%
rename from adapters/imds/imds.go
rename to adapters/advertising/advertising.go
index a5f53d60362..e0f6ed2e230 100644
--- a/adapters/imds/imds.go
+++ b/adapters/advertising/advertising.go
@@ -1,4 +1,4 @@
-package imds
+package advertising
 
 import (
 	"encoding/json"
@@ -31,7 +31,7 @@ type ReqExt struct {
 	SeatId string `json:"seatId"`
 }
 
-// Builder builds a new instance of the Imds adapter for the given bidder with the given config.
+// Builder builds a new instance of the Advertising.com adapter for the given bidder with the given config.
 func Builder(bidderName openrtb_ext.BidderName, config config.Adapter, server config.Server) (adapters.Bidder, error) {
 	template, err := template.New("endpointTemplate").Parse(config.Endpoint)
 	if err != nil {
@@ -61,7 +61,7 @@ func (a *adapter) makeRequest(request *openrtb2.BidRequest) (*adapters.RequestDa
 	var errs []error
 	var validImps []openrtb2.Imp
 	var re *ReqExt
-	var firstExtImp *openrtb_ext.ExtImpImds = nil
+	var firstExtImp *openrtb_ext.ExtImpAdvertising = nil
 
 	for _, imp := range request.Imp {
 		validExtImpObj, err := getExtImpObj(&imp) // getExtImpObj returns {seatId:"", tagId:""}
@@ -131,11 +131,11 @@ func (a *adapter) makeRequest(request *openrtb2.BidRequest) (*adapters.RequestDa
 }
 
 // Builds enpoint url based on adapter-specific pub settings from imp.ext
-func (adapter *adapter) buildEndpointURL(params *openrtb_ext.ExtImpImds) (string, error) {
+func (adapter *adapter) buildEndpointURL(params *openrtb_ext.ExtImpAdvertising) (string, error) {
 	return macros.ResolveMacros(adapter.EndpointTemplate, macros.EndpointTemplateParams{AccountID: url.QueryEscape(params.SeatId), SourceId: url.QueryEscape(adapterVersion)})
 }
 
-func getExtImpObj(imp *openrtb2.Imp) (*openrtb_ext.ExtImpImds, error) {
+func getExtImpObj(imp *openrtb2.Imp) (*openrtb_ext.ExtImpAdvertising, error) {
 	var bidderExt adapters.ExtImpBidder
 	if err := jsonutil.Unmarshal(imp.Ext, &bidderExt); err != nil {
 		return nil, &errortypes.BadInput{
@@ -143,14 +143,14 @@ func getExtImpObj(imp *openrtb2.Imp) (*openrtb_ext.ExtImpImds, error) {
 		}
 	}
 
-	var imdsExt openrtb_ext.ExtImpImds
-	if err := jsonutil.Unmarshal(bidderExt.Bidder, &imdsExt); err != nil {
+	var advertisingExt openrtb_ext.ExtImpAdvertising
+	if err := jsonutil.Unmarshal(bidderExt.Bidder, &advertisingExt); err != nil {
 		return nil, &errortypes.BadInput{
 			Message: err.Error(),
 		}
 	}
 
-	return &imdsExt, nil
+	return &advertisingExt, nil
 }
 
 // MakeBids make the bids for the bid response.
diff --git a/adapters/imds/imds_test.go b/adapters/advertising/advertising_test.go
similarity index 62%
rename from adapters/imds/imds_test.go
rename to adapters/advertising/advertising_test.go
index 40a00462c13..20bd29d47a0 100644
--- a/adapters/imds/imds_test.go
+++ b/adapters/advertising/advertising_test.go
@@ -1,4 +1,4 @@
-package imds
+package advertising
 
 import (
 	"testing"
@@ -10,18 +10,18 @@ import (
 )
 
 func TestJsonSamples(t *testing.T) {
-	bidder, buildErr := Builder(openrtb_ext.BidderImds, config.Adapter{
-		Endpoint: "http://pbs.technoratimedia.com/openrtb/bids/{{.AccountID}}?src={{.SourceId}}&adapter=imds"}, config.Server{ExternalUrl: "http://hosturl.com", GvlID: 1, DataCenter: "2"})
+	bidder, buildErr := Builder(openrtb_ext.BidderAdvertising, config.Adapter{
+		Endpoint: "http://pbs.technoratimedia.com/openrtb/bids/{{.AccountID}}?src={{.SourceId}}&adapter=advertising"}, config.Server{ExternalUrl: "http://hosturl.com", GvlID: 1, DataCenter: "2"})
 
 	if buildErr != nil {
 		t.Fatalf("Builder returned unexpected error %v", buildErr)
 	}
 
-	adapterstest.RunJSONBidderTest(t, "imdstest", bidder)
+	adapterstest.RunJSONBidderTest(t, "advertisingtest", bidder)
 }
 
 func TestEndpointTemplateMalformed(t *testing.T) {
-	_, buildErr := Builder(openrtb_ext.BidderImds, config.Adapter{
+	_, buildErr := Builder(openrtb_ext.BidderAdvertising, config.Adapter{
 		Endpoint: "{{Malformed}}"}, config.Server{ExternalUrl: "http://hosturl.com", GvlID: 1, DataCenter: "2"})
 
 	assert.Error(t, buildErr)
diff --git a/adapters/imds/imdstest/exemplary/simple-banner.json b/adapters/advertising/advertisingtest/exemplary/simple-banner.json
similarity index 95%
rename from adapters/imds/imdstest/exemplary/simple-banner.json
rename to adapters/advertising/advertisingtest/exemplary/simple-banner.json
index 753f89ac8f5..c27372c9b6c 100644
--- a/adapters/imds/imdstest/exemplary/simple-banner.json
+++ b/adapters/advertising/advertisingtest/exemplary/simple-banner.json
@@ -25,7 +25,7 @@
   "httpCalls": [
     {
       "expectedRequest": {
-        "uri": "http://pbs.technoratimedia.com/openrtb/bids/prebid?src=pbs-go%2F1.0.0&adapter=imds",
+        "uri": "http://pbs.technoratimedia.com/openrtb/bids/prebid?src=pbs-go%2F1.0.0&adapter=advertising",
         "body": {
           "id": "test-request-id",
           "ext": {
@@ -74,12 +74,12 @@
                   }
                 }
               ],
-              "seat": "imds"
+              "seat": "advertising"
             }
           ],
           "ext": {
             "responsetimemillis": {
-              "imds": 339
+              "advertising": 339
             }
           }
         }
diff --git a/adapters/imds/imdstest/exemplary/simple-video.json b/adapters/advertising/advertisingtest/exemplary/simple-video.json
similarity index 95%
rename from adapters/imds/imdstest/exemplary/simple-video.json
rename to adapters/advertising/advertisingtest/exemplary/simple-video.json
index 90d5d39f80c..4758f3bc341 100644
--- a/adapters/imds/imdstest/exemplary/simple-video.json
+++ b/adapters/advertising/advertisingtest/exemplary/simple-video.json
@@ -31,7 +31,7 @@
   "httpCalls": [
     {
       "expectedRequest": {
-        "uri": "http://pbs.technoratimedia.com/openrtb/bids/prebid?src=pbs-go%2F1.0.0&adapter=imds",
+        "uri": "http://pbs.technoratimedia.com/openrtb/bids/prebid?src=pbs-go%2F1.0.0&adapter=advertising",
         "body": {
           "id": "1",
           "site": {
@@ -88,12 +88,12 @@
                   }
                 }
               ],
-              "seat": "imds"
+              "seat": "advertising"
             }
           ],
           "ext": {
             "responsetimemillis": {
-              "imds": 339
+              "advertising": 339
             }
           }
         }
diff --git a/adapters/imds/imdstest/supplemental/audio_response.json b/adapters/advertising/advertisingtest/supplemental/audio_response.json
similarity index 96%
rename from adapters/imds/imdstest/supplemental/audio_response.json
rename to adapters/advertising/advertisingtest/supplemental/audio_response.json
index 1e8eecd5ab8..513d86fc2ae 100644
--- a/adapters/imds/imdstest/supplemental/audio_response.json
+++ b/adapters/advertising/advertisingtest/supplemental/audio_response.json
@@ -20,7 +20,7 @@
   "httpCalls": [
     {
       "expectedRequest": {
-        "uri": "http://pbs.technoratimedia.com/openrtb/bids/prebid?src=pbs-go%2F1.0.0&adapter=imds",
+        "uri": "http://pbs.technoratimedia.com/openrtb/bids/prebid?src=pbs-go%2F1.0.0&adapter=advertising",
         "body": {
           "id": "test-request-id",
           "ext": {
diff --git a/adapters/imds/imdstest/supplemental/bad_response.json b/adapters/advertising/advertisingtest/supplemental/bad_response.json
similarity index 96%
rename from adapters/imds/imdstest/supplemental/bad_response.json
rename to adapters/advertising/advertisingtest/supplemental/bad_response.json
index ff7c089e53d..bb5e6b9f751 100644
--- a/adapters/imds/imdstest/supplemental/bad_response.json
+++ b/adapters/advertising/advertisingtest/supplemental/bad_response.json
@@ -29,7 +29,7 @@
   "httpCalls": [
     {
       "expectedRequest": {
-        "uri": "http://pbs.technoratimedia.com/openrtb/bids/prebid?src=pbs-go%2F1.0.0&adapter=imds",
+        "uri": "http://pbs.technoratimedia.com/openrtb/bids/prebid?src=pbs-go%2F1.0.0&adapter=advertising",
         "body": {
           "id": "test-request-id",
           "ext": {
diff --git a/adapters/imds/imdstest/supplemental/bad_seat_id.json b/adapters/advertising/advertisingtest/supplemental/bad_seat_id.json
similarity index 81%
rename from adapters/imds/imdstest/supplemental/bad_seat_id.json
rename to adapters/advertising/advertisingtest/supplemental/bad_seat_id.json
index 5e4b879540d..89acc4fe6a0 100644
--- a/adapters/imds/imdstest/supplemental/bad_seat_id.json
+++ b/adapters/advertising/advertisingtest/supplemental/bad_seat_id.json
@@ -24,7 +24,7 @@
 
   "expectedMakeRequestsErrors": [
     {
-      "value": "cannot unmarshal openrtb_ext.ExtImpImds.SeatId: expects \" or n, but found 1",
+      "value": "cannot unmarshal openrtb_ext.ExtImpAdvertising.SeatId: expects \" or n, but found 1",
       "comparison": "literal"
     }
   ]
diff --git a/adapters/imds/imdstest/supplemental/missing_seat_id.json b/adapters/advertising/advertisingtest/supplemental/missing_seat_id.json
similarity index 100%
rename from adapters/imds/imdstest/supplemental/missing_seat_id.json
rename to adapters/advertising/advertisingtest/supplemental/missing_seat_id.json
diff --git a/adapters/imds/imdstest/supplemental/missing_tag_id.json b/adapters/advertising/advertisingtest/supplemental/missing_tag_id.json
similarity index 100%
rename from adapters/imds/imdstest/supplemental/missing_tag_id.json
rename to adapters/advertising/advertisingtest/supplemental/missing_tag_id.json
diff --git a/adapters/imds/imdstest/supplemental/native_response.json b/adapters/advertising/advertisingtest/supplemental/native_response.json
similarity index 96%
rename from adapters/imds/imdstest/supplemental/native_response.json
rename to adapters/advertising/advertisingtest/supplemental/native_response.json
index 5d5bec1e24d..a427c4a388a 100644
--- a/adapters/imds/imdstest/supplemental/native_response.json
+++ b/adapters/advertising/advertisingtest/supplemental/native_response.json
@@ -20,7 +20,7 @@
   "httpCalls": [
     {
       "expectedRequest": {
-        "uri": "http://pbs.technoratimedia.com/openrtb/bids/prebid?src=pbs-go%2F1.0.0&adapter=imds",
+        "uri": "http://pbs.technoratimedia.com/openrtb/bids/prebid?src=pbs-go%2F1.0.0&adapter=advertising",
         "body": {
           "id": "test-request-id",
           "ext": {
diff --git a/adapters/imds/imdstest/supplemental/one_bad_ext.json b/adapters/advertising/advertisingtest/supplemental/one_bad_ext.json
similarity index 96%
rename from adapters/imds/imdstest/supplemental/one_bad_ext.json
rename to adapters/advertising/advertisingtest/supplemental/one_bad_ext.json
index 9da43d95057..4e3e42c207f 100644
--- a/adapters/imds/imdstest/supplemental/one_bad_ext.json
+++ b/adapters/advertising/advertisingtest/supplemental/one_bad_ext.json
@@ -42,7 +42,7 @@
   "httpCalls": [
     {
       "expectedRequest": {
-        "uri": "http://pbs.technoratimedia.com/openrtb/bids/prebid?src=pbs-go%2F1.0.0&adapter=imds",
+        "uri": "http://pbs.technoratimedia.com/openrtb/bids/prebid?src=pbs-go%2F1.0.0&adapter=advertising",
         "body": {
           "id": "test-request-id",
           "ext": {
@@ -91,12 +91,12 @@
                   }
                 }
               ],
-              "seat": "imds"
+              "seat": "advertising"
             }
           ],
           "ext": {
             "responsetimemillis": {
-              "imds": 339
+              "advertising": 339
             }
           }
         }
diff --git a/adapters/imds/imdstest/supplemental/status_204.json b/adapters/advertising/advertisingtest/supplemental/status_204.json
similarity index 96%
rename from adapters/imds/imdstest/supplemental/status_204.json
rename to adapters/advertising/advertisingtest/supplemental/status_204.json
index c9002a6c455..0054c3cd6b6 100644
--- a/adapters/imds/imdstest/supplemental/status_204.json
+++ b/adapters/advertising/advertisingtest/supplemental/status_204.json
@@ -29,7 +29,7 @@
   "httpCalls": [
     {
       "expectedRequest": {
-        "uri": "http://pbs.technoratimedia.com/openrtb/bids/prebid?src=pbs-go%2F1.0.0&adapter=imds",
+        "uri": "http://pbs.technoratimedia.com/openrtb/bids/prebid?src=pbs-go%2F1.0.0&adapter=advertising",
         "body": {
           "id": "test-request-id",
           "ext": {
diff --git a/adapters/imds/imdstest/supplemental/status_400.json b/adapters/advertising/advertisingtest/supplemental/status_400.json
similarity index 97%
rename from adapters/imds/imdstest/supplemental/status_400.json
rename to adapters/advertising/advertisingtest/supplemental/status_400.json
index e6a100d62b2..0853b84552c 100644
--- a/adapters/imds/imdstest/supplemental/status_400.json
+++ b/adapters/advertising/advertisingtest/supplemental/status_400.json
@@ -29,7 +29,7 @@
   "httpCalls": [
     {
       "expectedRequest": {
-        "uri": "http://pbs.technoratimedia.com/openrtb/bids/prebid?src=pbs-go%2F1.0.0&adapter=imds",
+        "uri": "http://pbs.technoratimedia.com/openrtb/bids/prebid?src=pbs-go%2F1.0.0&adapter=advertising",
         "body": {
           "id": "test-request-id",
           "ext": {
diff --git a/adapters/imds/imdstest/supplemental/status_500.json b/adapters/advertising/advertisingtest/supplemental/status_500.json
similarity index 97%
rename from adapters/imds/imdstest/supplemental/status_500.json
rename to adapters/advertising/advertisingtest/supplemental/status_500.json
index ba1ccfe5db6..db803eb4592 100644
--- a/adapters/imds/imdstest/supplemental/status_500.json
+++ b/adapters/advertising/advertisingtest/supplemental/status_500.json
@@ -29,7 +29,7 @@
   "httpCalls": [
     {
       "expectedRequest": {
-        "uri": "http://pbs.technoratimedia.com/openrtb/bids/prebid?src=pbs-go%2F1.0.0&adapter=imds",
+        "uri": "http://pbs.technoratimedia.com/openrtb/bids/prebid?src=pbs-go%2F1.0.0&adapter=advertising",
         "body": {
           "id": "test-request-id",
           "ext": {
diff --git a/adapters/imds/params_test.go b/adapters/advertising/params_test.go
similarity index 57%
rename from adapters/imds/params_test.go
rename to adapters/advertising/params_test.go
index d98fe04cd1f..6d7a277abdb 100644
--- a/adapters/imds/params_test.go
+++ b/adapters/advertising/params_test.go
@@ -1,4 +1,4 @@
-package imds
+package advertising
 
 import (
 	"encoding/json"
@@ -7,11 +7,11 @@ import (
 	"github.com/prebid/prebid-server/v3/openrtb_ext"
 )
 
-// This file actually intends to test static/bidder-params/imds.json
+// This file actually intends to test static/bidder-params/advertising.json
 //
-// These also validate the format of the external API: request.imp[i].ext.prebid.bidder.imds
+// These also validate the format of the external API: request.imp[i].ext.prebid.bidder.advertising
 
-// TestValidParams makes sure that the imds schema accepts all imp.ext fields which we intend to support.
+// TestValidParams makes sure that the advertising.com schema accepts all imp.ext fields which we intend to support.
 func TestValidParams(t *testing.T) {
 	validator, err := openrtb_ext.NewBidderParamsValidator("../../static/bidder-params")
 	if err != nil {
@@ -19,13 +19,13 @@ func TestValidParams(t *testing.T) {
 	}
 
 	for _, validParam := range validParams {
-		if err := validator.Validate(openrtb_ext.BidderImds, json.RawMessage(validParam)); err != nil {
-			t.Errorf("Schema rejected imds params: %s", validParam)
+		if err := validator.Validate(openrtb_ext.BidderAdvertising, json.RawMessage(validParam)); err != nil {
+			t.Errorf("Schema rejected advertising.com params: %s", validParam)
 		}
 	}
 }
 
-// TestInvalidParams makes sure that the imds schema rejects all the imp.ext fields we don't support.
+// TestInvalidParams makes sure that the advertising.com schema rejects all the imp.ext fields we don't support.
 func TestInvalidParams(t *testing.T) {
 	validator, err := openrtb_ext.NewBidderParamsValidator("../../static/bidder-params")
 	if err != nil {
@@ -33,7 +33,7 @@ func TestInvalidParams(t *testing.T) {
 	}
 
 	for _, invalidParam := range invalidParams {
-		if err := validator.Validate(openrtb_ext.BidderImds, json.RawMessage(invalidParam)); err == nil {
+		if err := validator.Validate(openrtb_ext.BidderAdvertising, json.RawMessage(invalidParam)); err == nil {
 			t.Errorf("Schema allowed unexpected params: %s", invalidParam)
 		}
 	}
diff --git a/exchange/adapter_builders.go b/exchange/adapter_builders.go
index 7647de71786..b1fd3fe33c6 100755
--- a/exchange/adapter_builders.go
+++ b/exchange/adapter_builders.go
@@ -31,6 +31,7 @@ import (
 	"github.com/prebid/prebid-server/v3/adapters/adtrgtme"
 	"github.com/prebid/prebid-server/v3/adapters/aduptech"
 	"github.com/prebid/prebid-server/v3/adapters/advangelists"
+	"github.com/prebid/prebid-server/v3/adapters/advertising"
 	"github.com/prebid/prebid-server/v3/adapters/adverxo"
 	"github.com/prebid/prebid-server/v3/adapters/adview"
 	"github.com/prebid/prebid-server/v3/adapters/adxcg"
@@ -110,7 +111,6 @@ import (
 	"github.com/prebid/prebid-server/v3/adapters/grid"
 	"github.com/prebid/prebid-server/v3/adapters/gumgum"
 	"github.com/prebid/prebid-server/v3/adapters/huaweiads"
-	"github.com/prebid/prebid-server/v3/adapters/imds"
 	"github.com/prebid/prebid-server/v3/adapters/impactify"
 	"github.com/prebid/prebid-server/v3/adapters/improvedigital"
 	"github.com/prebid/prebid-server/v3/adapters/infytv"
@@ -358,7 +358,7 @@ func newAdapterBuilders() map[openrtb_ext.BidderName]adapters.Builder {
 		openrtb_ext.BidderGrid:              grid.Builder,
 		openrtb_ext.BidderGumGum:            gumgum.Builder,
 		openrtb_ext.BidderHuaweiAds:         huaweiads.Builder,
-		openrtb_ext.BidderImds:              imds.Builder,
+		openrtb_ext.BidderAdvertising:       advertising.Builder,
 		openrtb_ext.BidderImpactify:         impactify.Builder,
 		openrtb_ext.BidderImprovedigital:    improvedigital.Builder,
 		openrtb_ext.BidderInfyTV:            infytv.Builder,
diff --git a/openrtb_ext/bidders.go b/openrtb_ext/bidders.go
index 10755dfd7fd..945cf9e59bf 100644
--- a/openrtb_ext/bidders.go
+++ b/openrtb_ext/bidders.go
@@ -127,7 +127,7 @@ var coreBidderNames []BidderName = []BidderName{
 	BidderGrid,
 	BidderGumGum,
 	BidderHuaweiAds,
-	BidderImds,
+	BidderAdvertising,
 	BidderImpactify,
 	BidderImprovedigital,
 	BidderInfyTV,
@@ -481,7 +481,7 @@ const (
 	BidderGrid              BidderName = "grid"
 	BidderGumGum            BidderName = "gumgum"
 	BidderHuaweiAds         BidderName = "huaweiads"
-	BidderImds              BidderName = "imds"
+	BidderAdvertising       BidderName = "advertising"
 	BidderImpactify         BidderName = "impactify"
 	BidderImprovedigital    BidderName = "improvedigital"
 	BidderInfyTV            BidderName = "infytv"
diff --git a/openrtb_ext/imp_advertising.go b/openrtb_ext/imp_advertising.go
new file mode 100644
index 00000000000..379f1a4c6c4
--- /dev/null
+++ b/openrtb_ext/imp_advertising.go
@@ -0,0 +1,7 @@
+package openrtb_ext
+
+// ExtImpAdvertising defines the contract for bidrequest.imp[i].ext.prebid.bidder.advertising
+type ExtImpAdvertising struct {
+	SeatId string `json:"seatId"`
+	TagId  string `json:"tagId"`
+}
diff --git a/openrtb_ext/imp_imds.go b/openrtb_ext/imp_imds.go
deleted file mode 100644
index 97f32e900a4..00000000000
--- a/openrtb_ext/imp_imds.go
+++ /dev/null
@@ -1,7 +0,0 @@
-package openrtb_ext
-
-// ExtImpImds defines the contract for bidrequest.imp[i].ext.prebid.bidder.imds
-type ExtImpImds struct {
-	SeatId string `json:"seatId"`
-	TagId  string `json:"tagId"`
-}
diff --git a/static/bidder-info/imds.yaml b/static/bidder-info/advertising.yaml
similarity index 96%
rename from static/bidder-info/imds.yaml
rename to static/bidder-info/advertising.yaml
index 135b67fc1f9..d0b5d9bb197 100644
--- a/static/bidder-info/imds.yaml
+++ b/static/bidder-info/advertising.yaml
@@ -4,7 +4,7 @@ geoscope:
   - USA
   - CAN
 maintainer:
-  email: "eng-demand@imds.tv"
+  email: "prebid@advertising.com"
 capabilities:
   app:
     mediaTypes:
diff --git a/static/bidder-info/synacormedia.yaml b/static/bidder-info/synacormedia.yaml
deleted file mode 100644
index ccbba0700a4..00000000000
--- a/static/bidder-info/synacormedia.yaml
+++ /dev/null
@@ -1,3 +0,0 @@
-# DEPRECATED: Use imds bidder instead
-aliasOf: imds
-endpoint: "https://pbs.technoratimedia.com/openrtb/bids/{{.AccountID}}?src={{.SourceId}}&adapter=synacormedia"
diff --git a/static/bidder-params/imds.json b/static/bidder-params/advertising.json
similarity index 77%
rename from static/bidder-params/imds.json
rename to static/bidder-params/advertising.json
index e5b05bcb1c0..80ade91cd26 100644
--- a/static/bidder-params/imds.json
+++ b/static/bidder-params/advertising.json
@@ -1,7 +1,7 @@
 {
   "$schema": "http://json-schema.org/draft-04/schema#",
-  "title": "iMedia Digital Services (IMDS) Adapter Params",
-  "description": "A schema which validates params accepted by the iMedia Digital Services (IMDS) adapter",
+  "title": "Advertising.com Adapter Params",
+  "description": "A schema which validates params accepted by the Advertising.com adapter",
 
   "type": "object",
   "properties": {