IAB Tech Lab disputes proposed modifications to Prebid identification codes
In the realm of programmatic advertising, a recent modification by Prebid has sparked controversy. This change affects how buyers identify when multiple bid requests represent the same impression opportunity.
Prebid's modification generates unique transaction IDs for each bidder, departing from the previous practice of maintaining a consistent identifier across all exchanges. This shift has eliminated the primary deduplication mechanism that demand-side platforms relied upon to identify duplicate auction opportunities.
The IAB Tech Lab, a global organisation that develops standards for the digital advertising industry, has issued a strong statement declaring that changes in Prebid's implementation of the Transaction ID (tid) field materially violate the OpenRTB specification.
The controversy centers on transaction identifiers, which serve as unique auction identifiers across all suppliers throughout the entire supply chain. The changes implement bidder-specific transaction identifiers in several key areas, such as the ortb2Imp.ext.tid field and ortb2.source.tid.
The IAB Tech Lab, in its commitment to finding industry solutions rather than unilateral implementations, has announced plans to convene a dedicated forum with publishers, buyers, and technology partners. The forum aims to explore technical alternatives that address the underlying concerns caused by Prebid's transaction ID modifications.
Potential solutions might include optional transaction ID scoping, publisher-controlled identifier policies, or enhanced privacy controls within the existing framework. The IAB Tech Lab advocates for coordinated industry discussions before implementation changes to avoid creating fragmentation and uncertainty for buyers, sellers, and intermediaries alike.
This change highlights broader challenges in balancing transparency, privacy, and technical standards in programmatic advertising. The controversy underscores the need for ongoing collaboration and consensus-building within the industry.
It's important to note that the OpenRTB specification has undergone numerous updates since its initial release, typically following formal comment periods and industry consultation processes. The IAB Tech Lab's call for collaborative solution development reflects its dedication to maintaining a robust and evolving standard for the programmatic advertising ecosystem.
In August 2025, the IAB Tech Lab issued a direct confrontation with Prebid.org regarding the implementation of transaction ID changes related to the OpenRTB specification due to disagreements over standardization and interoperability concerns. The changes create immediate challenges for demand-side platforms, publishers, and supply-side platforms.
As the industry grapples with these challenges, the dedicated forum announced by the IAB Tech Lab will likely play a crucial role in finding a resolution that benefits all stakeholders. The forum's discussions will be instrumental in shaping the future of programmatic advertising, ensuring it remains a transparent, secure, and effective means of buying and selling digital advertising.
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