Prebid, the open supply piece of code that helps publishers acquire bids, is struggling to steadiness the wants of its sell-side constituency with the purchase facet. Look no additional than the controversy over how Prebid would deal with transaction IDs.
After asserting it might cross transaction IDs on an SSP-by-SSP foundation, Prebid reversed that call final week. Now, publishers may have three selections: Don’t cross the transaction ID, cross it globally, or take the in-between path and select the SSPs that can obtain a transaction ID.
However that’s only one rigidity at play. On the Prebid Summit earlier this month, its foes had been in attendance: The Commerce Desk, which discovered its product targets foiled by the transaction IDs, and the IAB Tech Lab, which was upset to see how Prebid was (not) adopting its requirements.
On this week’s podcast, we focus on the supply of those tensions, a few of which make sense when you think about the origins of Prebid itself. As soon as spurned by the IAB Tech Lab, it now sees the advantage of being a fast-moving group with a smaller sliver of the business to maintain blissful – although looking for the sell-side pursuits hasn’t made its business friends blissful as of late.
Then, we take into account Prebid’s within the treatments section of the Google advert tech antitrust trial. From the chance that Google may donate some code to Prebid to how a modified setup may additional stage the enjoying discipline, how Google connects to Prebid will doubtless change sooner or later.
