Two new specifications to combat advertising fraud and increase buyer transparency Digital advertising ecosystem have been submitted to the public for comment IAB Tech Lab: Sellers.json and OpenRTB SupplyChain.
The 30-day public comment period ends May 10th.
What's OpenRTB SupplyChain? The SupplyChain object will show buyers all parties involved in the sale or resale of a given auction request. It consists of a set of nodes, each node representing an entity participating in the sale of the offer request. The complete chain of entities participating in the sale (and paying part of it) can then be discovered by the buyer.
"This information may be important to buyers for a variety of reasons, including the transparency of the supply chain, that all middlemen are entities with which the buyer wishes to make transactions and transactions. that stocks are purchased as directly as possible ", according to specifications.
It can be used with OpenRTB 2.5 and OpenRTB 3.0.
Sellers.json It s & # 39 is a file that allows buyers of ads (DSP) to see and verify the final seller of a given bid, as long as the seller is authorized by ads .txt. It is like a reverse companion of Ads.txt, that publishers publish on their domain to list authorized sellers of their inventory.
It also allows viewing the identity of all intermediaries ay participated in the sale. of an auction request. It can search for domain and publisher name attributes and cache them offline instead of providing them with each bid request. Each vendor has a seller ID, which is identical to the one that appears in an ads.txt file, SupplyChain.nodes, and usually in the Publisher.id property of an OpenRTB query.
Announcement systems place the sellers.json file. on their root domain and all relevant subdomains. For example, http://indexexchange.com/sellers.json. The IAB technical lab recommends "Every ad system listed in an ads.txt file and any ad system referenced from a SupplyChain object node must also publish a Sellers.json file" on their domains.
Why we should care. These two technical specifications are based on the imitative ads.txt, launched two years ago, and on apps-ads.txt for application developers, in order to combat the invalid traffic, fraud and counterfeit stocks on open trade. With the trio of specifications, there are now tools for the seller side (SSP), the buy side (DSP) and intermediaries.
"The growth of the global digital advertising ecosystem requires trust and sellers.Json and the SupplyChain object provide vital visibility into the supply chain, allowing Buyers manage media sources, "said Dennis Buchheim, senior vice president and general manager of IAB Tech Lab. "Together, these technologies create a more transparent and efficient advertising environment. I encourage everyone to share their comments with the Tech Lab and adopt them as soon as the specifications are finalized. "
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About the Author
Ginny Marvin is the editor-in-chief of Third Door Media and manages the daily editorial operations of all our publications. Ginny writes on paid online marketing topics, including paid search, social networking, targeted posting and retargeting for Search Engine Land, Marketing Land and MarTech Today. With over 15 years of marketing experience, she has held senior management positions in both in-house and agency management. It can be found on Twitter under the name of @ginnymarvin.