Ad Tech Briefing: One last row before back to school

The role of Transaction ID (TID) in programmatic advertising has become one of the most contentious topics in recent weeks, as buyers, sellers and technology intermediaries debate its implications for transparency, control and revenue. 

The latest flashpoint bubbled to the surface last week when Prebid quietly issued a change that rendered TID non-unique across exchanges, effectively undermining its primary purpose of helping buyers detect duplicate bid requests. The change was initially rolled out with little public notice, but concerns about governance and influence in open-source standards were soon raised.

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