Ad Tech Briefing: One last row before back to school

"TID, part of the Prebid and OpenRTB standards, is a unique identifier that can tie multiple bid requests for the same impression back to a single auction. For buyers, particularly demand-side platforms such as The Trade Desk, it is a tool to cut through the noise of excessive request duplication and route spend more efficiently toward high-quality publishers. However, for publishers and some supply-side platforms, broad adoption introduces risk: exposing duplication could depress yields, shift leverage toward buyers,"

"The implications extend beyond individual revenue lines. For advertisers, cleaner auctions promise efficiency and reduced waste. For publishers, however, there is fear that transparency will accelerate commoditization and tilt power further toward dominant DSPs. The Prebid adjustment deepened this unease, removing the ability for publishers to choose whether or not to implement TID and forcing the debate into a governance crisis over open-source technical standards."

TID is a unique identifier in Prebid and OpenRTB designed to link multiple bid requests for the same impression to a single auction. Prebid changed TID behavior to make it non-unique across exchanges, which undermines duplicate-bid detection and removes publisher choice about implementation. Buyers view TID as a tool to reduce duplication, improve auction cleanliness and route spend to higher-quality publishers. Publishers and some supply-side platforms fear that exposing duplication will depress yields, accelerate commoditization, and shift leverage toward dominant DSPs. The change triggered public backlash, governance concerns over open-source standards, and heated debate across industry channels.

Read at Digiday