To say there’s been some rancour in the ad tech ecosystem this year would be quite the understatement, and in his latest “Open Internet 2025” missive, The Trade Desk CEO Jeff Green reemphasized his long-running campaign against opacity in the digital ad supply chain.
In particular, his Oct. 2 opinion piece targeted resellers and supply-side platforms accused of duplicating and obfuscating bid requests. Green argued that recent changes to the industry’s Transaction ID, or “TID” (hurray for a new ad tech abbreviation), introduced by some resellers, undermine transparency and disadvantage premium publishers by making auctions less efficient.
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