The Trade Desk's Auction Evolutions Bring High Drama To The Prebid Summit | AdExchanger

"For one thing, OpenAds - TTD's version of a Prebid auction, but still with universal Transaction IDs (TIDs) - will require TID sharing, TTD GM of Product Mike O'Sullivan told AdExchanger. That's in contrast to how Prebid previously would allow publishers to opt into TID sharing, before the open-source trade org nixed universal TIDs in an August software update."

"That tension has played out for weeks across LinkedIn posts and blog treatises, ever since Prebid began assigning unique Transaction IDs for individual sellers, rather than using the same TID across sellers. As a result, DSPs lost a key tool for tracking conversions across the third-party programmatic ecosystem. Critics, TTD included, blasted Prebid's move as an attempt by certain sellers to limit data transparency, which the buy side needs to identify and avoid tactics like bid duplication and ID bridging."

The Trade Desk announced that OpenAds will mandate Transaction ID (TID) sharing and will include features enabling publishers to verify auction fairness and detect bid request tampering by resellers and SSPs. Prebid recently moved to assign unique TIDs per seller, eliminating universal TIDs and reducing DSPs' ability to track conversions across the programmatic ecosystem. That change spurred criticism from DSPs and others who say it limits data transparency and hampers detection of tactics like bid duplication and ID bridging. The Trade Desk also promoted PubDesk, and the company framed both OpenAds and PubDesk as product offerings.

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