"The proposal, which Raptive Chief Strategy Officer Paul Bannister posted on LinkedIn today, is simple enough: Rather than sharing universal TIDs that any DSP or curator can access, publishers should instead share encrypted TIDs (or eTIDs) with an encryption key provided only to trusted demand-side partners. That way, publishers have control over whom they share valuable data with. What's there to debate? Raptive's plan would require the IAB Tech Lab to create a new OpenRTB field for eTIDs."
"They're intended to be consistent across different DSPs, SSPs and resellers so that buyers can see when multiple supply-chain paths are bidding on the same impression. In its version 8 update back in 2023, Prebid began allowing publishers to opt into sharing TIDs in each OpenRTB bid request. But, as of version 10.9.0, which went live in August, Prebid shifted to creating different TIDs for each bidder, making them less useful for finding duplicated auctions."
Raptive proposed that publishers share encrypted transaction IDs (eTIDs) with an encryption key provided only to trusted demand-side partners, preserving publisher control over data sharing. The plan would require the IAB Tech Lab to add a new OpenRTB field for eTIDs. Raptive has discussed the idea with IAB Tech Lab and Prebid and is seeking industry feedback. Raptive will begin sharing TIDs in all bid requests itself and expects to complete that change within weeks. TIDs are unique auction identifiers meant to reveal duplicate bids across DSPs; Prebid's recent change created bidder-specific TIDs, reducing their usefulness.
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