The great TID controversy takes another turn as Prebid moves to clarify its position

After backlash from The Trade Desk and others, Prebid.org clarified how Prebid.js handles Transaction IDs — a core signal for tracking and comparing bid requests across the programmatic supply chain. The latest flashpoint bubbled to the surface this summer when Prebid issued a change that rendered TID non-unique across exchanges, effectively undermining its primary purpose

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Published by digiday.com