Category: In the News

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There’s no such thing as a summer slowdown. While members of the media and marketing industries may have tried to take a break from the daily grind, the news cycle never let up.

From Paramount’s Skydance Media sale and Omnicom-IPG’s merger milestone to a new CEO at WPP and fresh competition for Google, the past few months have been pretty momentous. But also incredibly messy. Again, see the situation at Paramount and the pressure on Google. And that’s not to mention the topsy-turvy tariff-related state of affairs.

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The role of Transaction ID (TID) in programmatic advertising has become one of the most contentious topics in recent weeks, as buyers, sellers and technology intermediaries debate its implications for transparency, control and revenue. 

The latest flashpoint bubbled to the surface last week when Prebid quietly issued a change that rendered TID non-unique across exchanges, effectively undermining its primary purpose of helping buyers detect duplicate bid requests. The change was initially rolled out with little public notice, but concerns about governance and influence in open-source standards were soon raised.

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