The great TID controversy takes another turn as Prebid moves to clarify its position
The Programmatic Marketer With OpenAds, The Trade Desk is rewriting what it means to be ‘buy-side’
Read More
After backlash from The Trade Desk and others, Prebid.org clarified how Prebid.js handles Transaction IDs — a core signal for tracking and comparing bid requests across the programmatic supply chain.
The latest flashpoint bubbled to the surface this summer when Prebid 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 — it’s fair to say that since the August update, there’s been much (public) spirited debate on the matter.
Continue reading this article on digiday.com. Sign up for Digiday newsletters to get the latest on media, marketing and the future of TV.