Inside the ‘grand bargain’ to reconcile ad tech’s warring middlemen
The Programmatic Marketer The great TID controversy takes another turn as Prebid moves to clarify its position
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The latest transparency saga to engulf the ad tech sector, or transaction-IDs or TIDs, has thrown up several terms that have had some of the industry’s most erudite names debating terms such as auction density, bidding rings and deduplication.
It all bubbled to the surface in mid-August when Prebid, the open-source consortium responsible for much of the internet’s programmatic advertising infrastructure, quietly altered how TIDs are generated in its 10.9 update, sparking impassioned debate over transparency.
It’s left those in the middle arguing over just what is, and what isn’t a fair way to do business, but now (it seems) there may be some light at the end of the tunnel, with a “grand bargain” recently tabled as a potential resolution.
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