The larger battle is for the digital media industry’s finances
If Prebid’s move symbolized publisher autonomy, The Trade Desk’s response embodied the self-determination efforts of the industry’s buy-side, with a series of launches that effectively “forked” Prebid earlier this month with the launch of OpenAds.
Effectively, this is a forked version of the Prebid framework designed to restore global TIDs, or embed what The Trade Desk CEO Jeff Green described as “fair-auction accountability.” He also positioned this move as a cooperative layer that publishers can run alongside Prebid – he maintained this in a charged-onstage session at this year’s Prebid Summit – and said that maintaining deduplication and verification signals keeps money flowing to the open internet.