November 4, 2025  |  SIGN UP

Ronan Shields
SENIOR REPORTER, AD TECH

A three-point “grand bargain” has emerged among ad-tech middlemen to resolve the flare-up around TIDs and auction transparency.

At a late-October meeting of DSPs, SSPs, agencies and publishers, attendees discussed: publishers limiting to one bid request per impression with a TID included; DSPs submitting up to five bids per request to boost bid density; publishers dropping brand-level floor pricing to simplify auctions.

These proposals follow months of tension after Prebid 10.9 quietly altered how TIDs are generated — shifting from a shared global ID to bidder-specific IDs. That change sparked buy-side alarm about deduplication capabilities, and sell-side resistance over yield and control.

While there has long been friction between transparency and supply-chain inefficiencies, the new framework represents the first concrete attempt to align incentives across the ecosystem.

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THE PROGRAMMATIC MARKETER

Inside the ‘grand bargain’ to reconcile ad tech’s warring middlemen

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MEMBER EXCLUSIVE

Pitch Deck: How Amazon plans to turn Q3’s $17 billion ad haul into Q4’s next big DSP push

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PARTNER INSIGHTS FROM TVSCIENTIFIC

How marketers are building a winning performance TV strategy

When brands add performance TV to their advertising efforts, they aren’t just duplicating the reach of other media channels, they’re reaching new audiences who might not be reached otherwise. Marketers get incremental value from their TV ads, which translates into stronger brand awareness and purchase intent.

DIGIDAY PUBLISHING SUMMIT

How Forbes is using ChatGPT referral data to create audience cohorts

AI platforms like OpenAI’s ChatGPT and Anthropic’s Claude account for a single-digit percentage of Forbes’ monthly referral traffic. That’s nowhere near enough traffic to offset the 40% year-over-year decline in search referral traffic Forbes has seen this year, but the AI platforms are providing something more valuable than simple pageviews. 

DIGIDAY EVENTS

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EVOLVING AGENCIES

WPP’s ‘unacceptable’ results show scale of turnaround challenge facing new boss Cindy Rose

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GENERATIVE AI

WPP’s Open Pro AI suite already faces competition from Google and Canva

Based on its recent earnings, WPP’s financial outlook (and perhaps the traditional agency model overall) looks glib. But the holding company is banking on its AI arsenal, including its newly launched self-service platform aimed at small-to-medium-sized businesses, Open Pro, to turn things around.

PARTNER INSIGHTS FROM URBAN SCIENCE

Smarter audience insights are helping marketers avoid wasted ad spend

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