With that, let's run through an example.
You have an account with UBS. You called your broker and told him/her "I want to buy 100 shares of Intel - INTC at $18.00". For whatever reasons - maybe he doesn't trade stock much so his trade will be charged more by the exchange, or he is way too busy at the time, or he needs to go to the bathroom, etc, etc - the broker at UBS calls another trader (whether internal or external, but someone he trades with and has a relationship with) and tells this trader "hey, can you trade 100 shares of INTC at 18.00 as a giveup?". This trader, who does NOT have your account, must enter the UBS brokerage id and the account number and send this order out to the exchange.
Now, the seller. The seller who sells 100 shares of INTC at 18.00 typically doesn't see a counterparty information. But here, the seller sees a fill of 100 shares at 18.00 with a counter party information. Hence give up here gives up the brokerage house.
Also, the executing broker has to give up the executing fee to the UBS trader EVEN though the UBS trader didn't execute the trade. Maybe next time, when the executing broker needs something from the UBS trader, he gets his back scratched in return.
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