"It seems Prebid wasn't keen to die on the hill of its Transaction ID change. Prebid's change sparked a firestorm of hot takes on social media. And it led The Trade Desk to announce its own auction wrapper, , that requires publishers to share universal TIDs . Now, after being accused by The Trade Desk and others of deliberately obfuscating a signal that buyers use to avoid duplicated auctions , Prebid is backpedaling."
"After all that fuss over a change that most publishers hadn't even implemented yet, looks like we're pretty much back to square one. No More Worlds To Concur Streaming media usually comes with great audience data and targeting capabilities compared to linear TV - but one thing that's lost for streamers is the effect of what's known as concurrency. Streamers are investing heavily in live sports and other live events right now to capture the immediacy and shared audience experience that advertisers value."
Prebid implemented a Transaction ID change that prompted criticism and led The Trade Desk to announce an auction wrapper requiring publishers to share universal TIDs. Prebid faced accusations of deliberately obfuscating a buyer signal used to avoid duplicated auctions and subsequently backpedaled the change. McGrath noted that only 1% of Prebid traffic had updated to version 10.9, which contained the controversial update, leaving most publishers unaffected. Streaming media often loses concurrency effects found in linear TV, so streamers are investing in live sports and events to capture immediacy and shared audiences. A startup called Clipping identifies viral celebrity-video moments, adds slogans, and distributes clips, paying clients $300 to $1,500 per million views via subscription.
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