Colossus SSP misrepresents IDs by duplicating valuable cookie IDs to impersonate highly desirable audience targets, as revealed in Adalytics' report.
An outright majority of impressions bought through Colossus on The Trade Desk didn't match the browser-identified ID, while other SSPs' IDs consistently matched in the report.
The scandal with Colossus highlights broader issues in the programmatic ecosystem, questioning practices like fraud and the industry's tolerance of such behavior.
Colossus CEO attributes the ID misrepresentation to BidSwitch, a traffic management vendor, and Colossus's indirect seller status in relation to The Trade Desk.
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