In this episode, Ari Paparo moderates a debate about the role of transaction IDs in the ad tech industry with Mike O’Sullivan, co-founder of Sincera and now part of The Trade Desk, and Chris Kane, founder of Jounce Media. The conversation covers the benefits and drawbacks of transaction IDs, publisher concerns about revenue and data privacy, and the influence of the Trade Desk. The episode also looks into the complexities of auction duplication and the need for transparency and standardization in digital advertising. In The Refresh, Ari and Eric Franchi discuss related topics, including CTV pause ads, AI payment models, and Amazon’s decision to block AI bots from scraping data.

00:00 Introduction to Transaction IDs

02:15 Understanding Transaction IDs and Their Controversy

05:15 Publisher Concerns and Revenue Implications

09:01 The Impact of Request Duplication

14:35 Practical Uses of Transaction IDs for DSPs

18:46 The Future of Transaction IDs in Ad Tech

19:22 The Pre-Bid Controversy

20:53 Skepticism in the Market

25:11 Fear of Trade Desk's Power

30:12 Navigating Publisher Concerns

35:03 Advice for Publishers Moving Forward

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