Announced two new technologies to build more transparency & trust in the programmatic supply chain
The IAB Technology Laboratory has introduced for public comment two new technical specifications aimed at increasing trust of the digital advertising supply chain, specifically on the supply-side of real-time bidding and programmatic buying. The first new technology, sellers.json, enables buyers to verify the entities who are either direct sellers of or intermediaries in the selected digital advertising opportunity for purchase. The second, the OpenRTB Supply Chain object, allows buyers to see all parties who are selling or reselling a given bid request.
IAB Tech Lab focuses on improving the digital advertising supply chain, measurement, and consumer experiences, while promoting responsible use of data. Its work includes the OpenRTB real-time bidding protocol, ads.txt anti-fraud specification, Open Measurement SDK for viewability and verification, VAST video specification, and DigiTrust identity service. Board members include ExtremeReach, Facebook, Google, GroupM, Hearst Digital Media, Index Exchange, Integral Ad Science, LinkedIn, LiveRamp, MediaMath, Microsoft, Oracle Data Cloud, Pandora, PubMatic, Quantcast, Rakuten Marketing, Telaria, The Trade Desk, Verizon Media Group, Xandr, and Yahoo! Japan.
Transparency in supply chain
sellers.json and OpenRTB SupplyChain object serve complementary roles by extending transparency to supply-side platforms and exchanges. When finalized, the expectation is that SSPs and exchanges will post their sellers.json files for buyers to review. SSPs and exchanges would need to upgrade their OpenRTB integrations to include support for the SupplyChain object. Combining all of these standards and components will give advertisers and agencies the tools to understand what they are buying, empowering them to be more confident and comfortable in their purchases.
Dennis Buchheim, Senior Vice President and General Manager of IAB Tech Lab stated, “Growth in the global digital advertising ecosystem requires trust, and sellers.json and the SupplyChain object provide essential visibility into the supply chain, enabling buyers to curate media sources. Used together, these technologies help enable a more transparent, more efficient advertising environment. I encourage everyone to provide feedback to the Tech Lab, and adopt as soon as the specs are finalized.”