The great TID controversy takes another turn as Prebid moves to clarify its position

"The latest flashpoint bubbled to the surface this summer when Prebid issued a change that rendered TID non-unique across exchanges, effectively undermining its primary purpose of helping buyers detect duplicate bid requests. The change was initially rolled out with little public notice, but concerns about governance and influence in open-source standards were soon raised - it's fair to say that since the August update, there's been much (public) spirited debate on the matter."

"The Prebid update, introduced in version 10.9, made TIDs specific to supply-side platforms rather than global - a shift that demand-side platforms claimed would undermine transparency, making it harder for them to detect duplicate requests. The Trade Desk was arguably the most vocal critic of the August update - which proposed giving each bidder a unique TID per auction rather than a single shared TID - claiming that it would undermine supply-path transparency and deduplication."

"Prebid, however, maintained that the proposed change was approved by its publisher committee to give publishers more control and flexibility, not to benefit resellers, as some DSPs were making TID availability compulsory for continued trading. More recently, Garrett McGrath, a Prebid board member who also serves as svp of product management at leading SSP Magnite, has since moved to clarify its TID updates "following industry discussion and some confusion around implementation timelines and adoption.""

Prebid.org changed Prebid.js in version 10.9 to make Transaction IDs (TIDs) SSP-specific rather than global. The change rendered TIDs non-unique across exchanges, complicating buyers' ability to detect duplicate bid requests and reducing supply-path transparency. The Trade Desk and other DSPs criticized the update and framed it as undermining deduplication; some observers linked The Trade Desk's OpenAds launch to the dispute. Prebid said the publisher committee approved the change to give publishers more control and flexibility and denied the change was intended to benefit resellers. Magnite board member Garrett McGrath later clarified the TID updates following industry discussion and confusion about timelines.

Read at Digiday