IAB Tech Lab releases new specs for ad seller transparency: Sellers.json and SupplyChain object

Ginny Marvin | April 12, 2019

IAB Tech Lab releases new specs for ad seller transparency: Sellers.json and SupplyChain object
Two new specs aimed at addressing ad fraud and increasing transparency from the buy-side of the digital advertising ecosystem are out for public comment from the IAB Tech Lab: Sellers.json and the OpenRTB SupplyChain object. The 30-day public comment period ends May 10. What is OpenRTB SupplyChain object? The SupplyChain object will show buyers all the parties involved in selling or reselling a given bid request. It consists of a set of nodes, with each node representing an entity participating in the bid request sale. The complete chain of entities involved in (and paid for part of) the sale are then discoverable to the buyer. “This information can be important to buyers for any number of reasons including transparency of the supply chain, ensuring that all intermediaries are entities that the buyer wants to transact with and that inventory is purchased as directly as possible,” per the spec. It can be used with OpenRTB 2.5 and OpenRTB 3.0. What is Sellers.json? It’s a file that allows ad buyers (DSPs) to see and verify the final seller of a given bid request — as long as the seller is ads.txt authorized. It’s like an inverse companion to Ads.txt, which publishers post to their domain to list authorized sellers of their inventory.

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