"In August, Prebid.org made the controversial decision to nix universal Transaction IDs - which advertisers use to track ad transactions across multiple SSPs - in favor of providing unique TIDs for each seller. The rationale for Prebid's change was that buyers could use TIDs to link bid requests and inventory sources across different platforms, potentially letting them bypass publisher controls, including for pricing."
"Last week, TTD CEO Jeff Green dropped a bombshell with the announcement of OpenAds, an auction wrapper that creates a separate, branched-off auction based on Prebid's code that still uses universal TIDs and that other DSPs and SSPs will be able to bid into. TTD is also launching an accompanying dashboard called PubDesk that will give publishers transparency into how buyers value their inventory and what signals matter for bid pricing."
Prebid.org replaced universal Transaction IDs with unique TIDs per seller, arguing that universal IDs allowed buyers to link bid requests across platforms and bypass publisher controls, including pricing. DSPs contend that universal TIDs are needed to detect auction duplication and prevent wasteful supply paths. Publishers assert that universal TIDs concentrate buyer power and that some duplication improves bid density and revenue. The Trade Desk introduced OpenAds, a branched auction wrapper built on Prebid that preserves universal TIDs and invites other DSPs and SSPs to bid, and launched PubDesk to provide publishers transparency into buyer valuation signals and pricing drivers.
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