Transaction IDs…let’s talk about them 👇
The buy side wants as much of every ad dollar as possible to go toward working media. Theoretically, this would also get more revenue to the publisher.
Publishers want to make as much money as possible on each ad impression they sell…especially in a world where referral traffic is declining and the open web is decaying.
A common transaction ID helps to create more direct paths between the buy and sell side, but publishers worry this could result in loss of control for them.
Can incentives be aligned to benefit everyone and create a cleaner supply path?
**I am fully aware of how deeply technical and extensive this conversation is. We’re just scratching the surface here so for more in-depth conversation, check out the Marketecture pod, Garth Hates Adtech (Substack), and plenty of healthy discussion on LinkedIn 🙂
#adtech #programmatic #paidmedia #digitaladvertising
