With OpenAds, The Trade Desk is rewriting what it means to be 'buy-side'

"It's the common ground where buyers and sellers meet - and the key to keeping the open internet competitive with the walled gardens."

""I don't care if OpenAds itself is successful," Green told the audience. "I'm very happy if Prebid or others and something similar, or even better. But we know we can improve where we're at - and we want to speed that up.""

"Prebid recently removed those IDs, arguing they gave buyers too much control over publisher inventory and pricing."

The Trade Desk is taking a more active role in ad-auction mechanics to keep the open internet competitive with walled gardens. The company launched OpenAds, an auction system built from Prebid open-source software that runs alongside existing auctions and retains universal Transaction IDs. Prebid removed those IDs, saying they allowed buyers excessive control over publisher inventory and pricing. The Trade Desk contends universal IDs increase transparency and efficiency, helping advertisers trace purchases and helping publishers prove inventory value. The shift from a primarily buy-side focus toward auction stewardship has created friction with some publishers.

Read at Digiday