The great TID controversy takes another turn

October 24, 2025 Presented by Advertisement After backlash from The Trade Desk and others, Prebid.org clarified how Prebid.js handles transaction IDs — a core signal for tracking and comparing bid requests across the programmatic supply chain. The latest flashpoint bubbled to the surface this summer when Prebid effectively undermined TID’s primary purpose of helping buyers detect duplicate bid requests. TOP STORY The Programmatic Marketer The great TID controversy takes another turn as Prebid moves to clarify its position  After backlash from the buy-side, Prebid will add an option for publishers to choose between the new SSP-specific format or the traditional global ID. OTHER THINGS TO KNOW Simply running a CTV ad is just the start — marketers have to continue the conversation with consumers to incite action. But what does a blueprint for a full-funnel CTV strategy look like? Partner insights from Simpli.fi. The rise of zero-click search has disrupted the once-reliable flow of referral traffic from search for many publishers. Done right, curation enables publishers to replicate and even expand the reach they once enjoyed from search. Partner insights from Nexxen. Join us December 1-3 in New Orleans for the Digiday Programmatic Marketing Summit, where attendees will be able to lock in months' worth of meetings over the span of just three days. Secure your seat while passes remain. MARKETING Member exclusive Future of Marketing Briefing: Marketers confront a new kind of brand safety problem in AI video In the end, it's about discernment, knowing when automation becomes noise and when it can still serve the story.  A MESSAGE FROM DISNEY CAMPAIGN MANAGER Where TV advertising meets precision and performance This Huluween, do not let your media buy become the real horror story. Disney Campaign Manager makes it simple to reach the right audiences with precision and connect with fandoms where they are already watching on Disney+, ESPN and Hulu streaming platforms. Your clients want reach with impact, not wasted spend on random placements. With one smart platform, you can set up, launch, measure and optimize so every campaign delivers results your clients can see. Learn more MEDIA & PLATFORMS Evolving Agencies Agency new business crunch now permanent, say execs Agencies report unreasonable deadlines and time commitments from clients are becoming more common, while new research reveals marketer and agency despair at pitch process. The Creator Economy Some creators say brands are delaying their holiday deals later than ever this year After front-loading budgets in the first half of the year, brands strike last-minute deals with creators ahead of the holiday shopping season. Advertisement PARTNER INSIGHTS FROM BLIS How omnichannel orchestration is driving ad performance With signal loss accelerating and traditional identifiers eroding, marketers can't afford to rely on stitched-together strategies. Retail Revolution How one Midwestern department stores sees itself as a 'hidden gem' for 'Instagram brands' Iowa-based Von Maur considers itself an underdog among department stores. But the retailer says it has unique qualities that are attracting hip brands like Dagne Dover, Ana Luisa and Lulus. PARTNER INSIGHTS FROM META Is incrementality the future of measurement? Meta thinks so Incrementality is the measure of value generated by a marketing investment, beyond what would have happened without it. For Meta, incrementality is a key part in how the company talks to marketers. PARTNER INSIGHTS FROM PUBMATIC AI isn't just changing search — it's rewriting the ad stack As generative AI platforms ramp up monetization efforts, the advertising industry is facing its most consequential fork since the rise of programmatic trading. TOP STORY THIS WEEK The Programmatic Marketer Google's AdX unit has begun striking deals with media agencies The exchange has been offering media agencies post-auction discount deals since the spring — some agencies say it’s the first time. Written by Jim Cooper and Sara Jerde Were you forwarded this email? Sign up to get it daily. Advertise | Digiday+ | Events | Awards Update your email | Unsubscribe | Privacy policy