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US politics
fromAdExchanger
2 weeks ago

The DOJ And Google Sharpen Their Remedy Proposals As The Two Sides Prepare For Closing Arguments | AdExchanger

A contested divestiture of Google's publisher ad exchange hinges on 'caution is key,' with Google arguing distrust alone cannot justify complex remedies.
Marketing tech
fromAdExchanger
3 weeks ago

Prebid.org Is At A Crossroads, And Must Now Decide Whose Interests It Serves | AdExchanger

Prebid.org is poised to shape programmatic trading and interoperability across ad tech but faces strategic, legal, and industry-standardization challenges at a critical inflection point.
Marketing tech
fromAdExchanger
3 weeks ago

Never Mind About The Whole TID Thing; Live Sports Still Wins On Universal Reach | AdExchanger

Prebid reversed its Transaction ID change after criticism and low adoption, effectively returning to prior behavior while live-streaming monetization and clip-startups gain traction.
#ad-tech
fromDigiday
2 weeks ago
Marketing tech

Inside the 'grand bargain' to reconcile ad tech's warring middlemen

Prebid's change to generate per-bidder TIDs triggered industry conflict over transparency, buyer power, and publisher yield, prompting proposals for a negotiated resolution.
fromExchangewire
5 months ago
Marketing tech

Opti Digital Joins Prebid.org

Opti Digital joins Prebid.org's board to enhance transparency and efficiency in header bidding.
more#ad-tech
Marketing tech
fromAdExchanger
2 weeks ago

The Power of Prebid | AdExchanger

Prebid faces internal conflict balancing sell-side priorities and buy-side concerns, highlighted by a reversed transaction-ID policy and tensions with The Trade Desk, IAB Tech Lab, and Google remedies.
fromAdExchanger
1 month ago

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.
Marketing tech
Marketing tech
fromAdExchanger
1 month ago

The Trade Desk's Sell-Side Settlement | AdExchanger

The Trade Desk is building a branched Prebid wrapper incorporating its Transaction ID, prompting publisher concern about conflicts of interest and increased workload.
Marketing tech
fromThe Verge
1 month ago

AdX's survival isn't a big concern for publishers.

Publishers can replace Google's AdX if it ends, with Prebid enabling alternative demand sources and potential gains from operating open-sourced auction logic.
Marketing tech
fromAdExchanger
2 months ago

How Encryption Keys Could Resolve The TID Furor | AdExchanger

Publishers should share encrypted transaction IDs (eTIDs) with trusted demand partners via keys, requiring IAB Tech Lab to add an OpenRTB eTID field.
Marketing tech
fromDigiday
2 months ago

Ad Tech Briefing: One last row before back to school

Prebid's change making Transaction ID non-unique across exchanges undermines duplicate-bid detection, sparking governance disputes and revenue-control conflicts between buyers, publishers, and intermediaries.
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