diff --git a/modules/rubiconAnalyticsAdapter.js b/modules/rubiconAnalyticsAdapter.js
index 90575cf8cf1..74f098c0292 100644
--- a/modules/rubiconAnalyticsAdapter.js
+++ b/modules/rubiconAnalyticsAdapter.js
@@ -363,8 +363,9 @@ export function parseBidResponse(bid, previousBidResponse, auctionFloorData) {
       const height = bid.height || bid.playerHeight;
       return (width && height) ? {width, height} : undefined;
     },
-    'pbsBidId',
-    'seatBidId',
+    // Handling use case where pbs sends back 0 or '0' bidIds
+    'pbsBidId', pbsBidId => pbsBidId == 0 ? utils.generateUUID() : pbsBidId,
+    'seatBidId', seatBidId => seatBidId == 0 ? utils.generateUUID() : seatBidId,
     'floorValue', () => utils.deepAccess(bid, 'floorData.floorValue'),
     'floorRuleValue', () => utils.deepAccess(bid, 'floorData.floorRuleValue'),
     'floorRule', () => utils.debugTurnedOn() ? utils.deepAccess(bid, 'floorData.floorRule') : undefined,
diff --git a/test/spec/modules/rubiconAnalyticsAdapter_spec.js b/test/spec/modules/rubiconAnalyticsAdapter_spec.js
index 0239eff5883..84315dd1eba 100644
--- a/test/spec/modules/rubiconAnalyticsAdapter_spec.js
+++ b/test/spec/modules/rubiconAnalyticsAdapter_spec.js
@@ -1773,6 +1773,40 @@ describe('rubicon analytics adapter', function () {
       expect(message.bidsWon[0].bidId).to.equal('zzzz-yyyy-xxxx-wwww');
     });
 
+    it('should correctly generate new bidId if it is 0', function () {
+      // Only want one bid request in our mock auction
+      let bidRequested = utils.deepClone(MOCK.BID_REQUESTED);
+      bidRequested.bids.shift();
+      let auctionInit = utils.deepClone(MOCK.AUCTION_INIT);
+      auctionInit.adUnits.shift();
+
+      // clone the mock bidResponse and duplicate
+      let seatBidResponse = utils.deepClone(BID4);
+      seatBidResponse.pbsBidId = '0';
+
+      const setTargeting = {
+        [seatBidResponse.adUnitCode]: seatBidResponse.adserverTargeting
+      };
+
+      const bidWon = Object.assign({}, seatBidResponse, {
+        'status': 'rendered'
+      });
+
+      // spoof the auction with just our duplicates
+      events.emit(AUCTION_INIT, auctionInit);
+      events.emit(BID_REQUESTED, bidRequested);
+      events.emit(BID_RESPONSE, seatBidResponse);
+      events.emit(AUCTION_END, MOCK.AUCTION_END);
+      events.emit(SET_TARGETING, setTargeting);
+      events.emit(BID_WON, bidWon);
+
+      let message = JSON.parse(server.requests[0].requestBody);
+
+      validate(message);
+      expect(message.auctions[0].adUnits[0].bids[0].bidId).to.equal(STUBBED_UUID);
+      expect(message.bidsWon[0].bidId).to.equal(STUBBED_UUID);
+    });
+
     it('should pick the highest cpm bid if more than one bid per bidRequestId', function () {
       // Only want one bid request in our mock auction
       let bidRequested = utils.deepClone(MOCK.BID_REQUESTED);