Tradecore’s Prebid wrapper is now running version 10.29.0. The update has been deployed across all publisher properties.

This update crosses a major version boundary from the 9.x series into 10.x, so the cumulative changes are noteworthy. Below is a summary of what has changed and how it affects your setup.

CORE CHANGES IN THE 10.X SERIES

The 10.x series introduced several structural improvements to Prebid core. Tradecore has absorbed all of these internally, so publishers do not need to make any configuration changes. But the underlying improvements are worth understanding.

Identity handling has been standardised. The legacy bid.userId object has been removed. All identity data now flows through the EIDs (Extended IDs) format via user.ext.eids. This is a cleaner, deduplicated structure that aligns with how SSPs and DSPs expect to receive identity signals. For publishers, the practical effect is better match rates and more consistent identity resolution across demand partners.

Native ad handling has been modernised. The legacy sendTargetingKeys method for native has been removed. Native now runs entirely through the ORTB2 specification, which means native bids follow the same structured path as display and video. This reduces edge cases in native auction behaviour and improves compatibility with SSPs that have moved to ORTB2-native.

Supply chain (schain) configuration has moved into first party data, now provided via ortb2.source.schain rather than the standalone schain module. Tradecore handles this automatically.

Targeting controls have been tightened. allBidsCustomTargeting now defaults to false, which prevents custom targeting values from being set for non-winning bids. This reduces key-value clutter in GAM and lowers the risk of incorrect line item matching in send-all-bids configurations.

Storage use disclosures can now be enforced and catalogued, giving publishers more granular control over which modules access browser storage and under what consent conditions.

BID TARGETING EXCLUSION (10.29)

The most notable change in the 10.29.0 release itself is a core addition to bid targeting exclusion logic. This moves bid filtering upstream, into the auction layer, rather than relying on ad server-side rules or post-auction workarounds to remove unwanted bids from targeting.

For example, if a bid fails a brand safety rule or doesn’t match the required format for a given ad unit, it’s now stripped from the targeting keys before they’re sent to GAM. Previously, that bid could still carry targeting into the ad server and compete for selection despite being unwanted.

In practice, this means cleaner key-value pairs reaching your ad server. Bids that fail exclusion criteria are removed before targeting is set, which reduces targeting noise and eliminates a class of edge cases where excluded bids could still win ad server selection due to timing or configuration gaps.

BRAND SAFETY: EXPANDED BADV AND BCAT SUPPORT

Several adapters in this release have added or improved support for blocked advertiser domains (badv) and blocked content categories (bcat) at the OpenRTB bid request level. This means your brand safety restrictions are now passed to a wider set of demand partners at request time, not enforced retroactively after bids are returned.

When badv/bcat values are included in the bid request, the SSP can filter before generating a bid response. That reduces wasted auction cycles and ensures blocked advertisers never enter the competitive set. Tradecore already centralises badv/bcat configuration and passes it across all eligible adapters. This release extends that coverage.

PREBID VERSION MANAGEMENT IN TRADECORE

Prebid.js ships a new release roughly every week. Each release contains adapter updates, core fixes and occasionally architectural changes that affect auction behaviour, latency and revenue.

Tradecore evaluates every release against live publisher configurations before deployment. We do not batch updates into quarterly cycles, when a release is stable and beneficial, it ships, ensuring you are always running on the most up to date stable release.

If you want to verify the Prebid version running on your properties, this is visible in the Tradecore UI under your auction management settings.