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It has become clear recently that some sellers in the RTB ecosystem are engaging in abnormal practices regarding how IDs are populated in bid requests. These sellers are causing a cookie ID to be presented in the bid request, in the customary field (“buyeruid”), but this cookie is not present in the browser. MediaMath listed this manipulation of IDs as unacceptable in its 2018 open letter to suppliers – yet it’s still occurring in 2024 at a concerning rate.
Read more from Ian Trider of Basis Technologies in AdExchanger.