transaction IDs

Confusion in CTV isn’t a natural byproduct of a maturing market; it’s an outcome of how distributors protect their pricing power.

Traffic-starved publishers are hopeful that their long-undervalued audience data will fuel advertising’s automated future – if only they can finally wrest control of the industry narrative away from ad tech middlemen.

Our industry has done a terrible job rewarding publishers for monetization choices that align their supply to quality and outcomes vs. short-term yield bumps. But is it overly optimistic to think The Trade Desk’s recent moves prove that’s changing?

Prebid changes its mind on universal TIDs; streaming media takes advantage of live events; and short-form video clips are (still) all the rage.

To get to the heart of the TID debate, you have to understand the definition of a healthy marketplace and how our tendency to limit transparency for the other side of the supply chain is holding us back.

TTD says OpenAds is not just a reaction to Prebid’s TID change, but a new model for fairer, more transparent ad auctions. So what does the DSP need to do to get publishers to adopt its new auction wrapper?

Rather than sharing universal TIDs that any DSP or curator can access, Raptive says publishers should instead share encrypted TIDs with an encryption key provided only to trusted demand-side partners.

Transaction IDs can benefit the ecosystem, but not if they result in information asymmetry. Solutions need to be found that reduce bad duplication but do not reduce bid density.