Programmatic: What's the debate around the Transaction ID? 🤔

A few years ago, a major phenomenon emerged on the sell-side: bid repeating.
➡️ The more SSPs a publisher connected, the higher their chances of selling their impressions.

Why?

Because DSPs do not receive the unique ad server Bid Request identifier within the Bid Requests sent by SSPs. So, the more SSPs a publisher plugged in, the more they artificially inflated the size of their inventory in the eyes of DSPs 😲

Since then, SSPs have implemented throttling, which limits the bid repeating phenomenon, but without stopping it entirely.

The Trade Desk has long been advocating for the adoption of a standard that would solve this problem: the Transaction ID (TID), a unique identifier that makes it possible to trace the ad server Bid Request ID hidden behind each SSP BR.
TID started being rolled out by several SSPs, but plot twist: Prebid.org, which is the source of a large portion of Header Bidding wrappers, modified the TID protocol, making it specific to each SSP... TID therefore loses its entire purpose 😲

The cited reason: preventing data leakage.
Indeed, an unscrupulous player could enrich their ID graph solution on the cheap by collecting the list of all IDs linked to a single TID 😈

But that's kind of looking at the problem backwards 🙃: It's not the TID that should be called into question, but rather the fact that user identifiers aren't all encrypted! 🔒🆔

Prebid finaly decided to let the choice to each publisher if they want or not share the TID inside the Bid Request.

##
At GreyFox Ads, we believe the quality OpenWeb brings real efficiency to advertisers.

We help Media Traders outside of France to address the French market with all our deep market knowledge focused in one "Master Curated Deal".

Link to original post : https://www.linkedin.com/feed/update/urn:li:activity:7480485831082840064