"In particular, his Oct. 2 opinion piece targeted resellers and supply-side platforms accused of duplicating and obfuscating bid requests. Green argued that recent changes to the industry's Transaction ID, or "TID" (hurray for a new ad tech abbreviation), introduced by some resellers, undermine transparency and disadvantage premium publishers by making auctions less efficient. He framed the conflict as a battle between publishers seeking fair yield and resellers protecting inefficient margins."
"They are below: Launch of OpenAds, an open-sourced auction framework. Integration of OpenAds with OpenPath for direct, "fair-market bidding." Ongoing use of a branched version of Prebid preserving original TID standards. Introduction of PubDesk, an analytics portal offering publishers automated demand insights. Enhanced enforcement against request duplication and bid manipulation via the Sincera acquisition."
"Ahead of his on-stage appearance at this week's Prebid Summit, Digiday caught up with The Trade Desk's Mike O'Sullivan, co-founder of SIncera, to gain more clarity on the thinking of the self-styled "open internet DSP."The conversation below has been lightly edited for clarity and brevity. Digiday: If OpenAds is positioned as a fair auction, how can publishers be sure they won't lose control over yield optimization? Mike O'Sullivan: I think it's important to note that we're not trying to do publisher-yield. What we're trying to do is to get our bid"
The Trade Desk criticized resellers and some supply-side platforms for duplicating and obfuscating bid requests and altering the industry's Transaction ID (TID), arguing those changes reduce auction efficiency and harm premium publishers. The company positioned the dispute as publishers versus resellers over fair yield and inefficient margins. The Trade Desk announced multiple initiatives: an open-sourced auction framework (OpenAds), integration with OpenPath for fair-market bidding, a branched Prebid preserving original TID standards, PubDesk analytics for publishers, and enhanced enforcement against duplication and bid manipulation through Sincera.
Read at Digiday
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