"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."
"First introduced in 2023, TIDs are part of the Prebid and OpenRTB standards, providing a unique identifier that ties multiple bid requests for the same impression to a single auction. Since the August debate bubbled up, these have often been referred to as the global IDs, but officially they are also TIDs. For buyers, particularly demand-side platforms, global IDs help buyers eliminate duplicate bid requests."
"Prebid's 10.9 update changed the handling of TIDs so that each bidder now received a unique TID, rather than the previous global ID, where a single TID was shared across all SSPs and bid paths, with advocates further arguing the privacy issues at play. This argument was primarily about the potential to stitch together multiple bid requests from different sellers using global IDs, enabling buyers to deduce connections between those requests and other IDs."
TIDs, introduced in 2023 as part of Prebid and OpenRTB, uniquely tie multiple bid requests for a single impression to one auction. Buyers use global IDs to eliminate duplicate bid requests, while supply-side platforms and publishers worry about data leakage and concentrated buy-side power that can suppress yield and reduce publisher control over auctions. Prebid 10.9 changed TID handling so each bidder receives a unique TID rather than a shared global ID, with proponents citing privacy protections and opponents warning of reduced transparency. Industry debate intensified, and a proposed "grand bargain" has been tabled as a potential resolution.
Read at Digiday
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