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.
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.
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.