How Sellers.json and OpenRTB Supply Chain Object Reinforces DSPs/Buy Side Confidence in Programmatic Advertising
What is Sellers.json and OpenRTB Supply Chain Object?
IAB Tech Lab has come up with a new initiative to combat ad fraud in the digital supply chain. This new initiative comes as a package of two tools - Sellers.json and OpenRTB Supply Chain Object. The ads.txt initiative, which has seen rapid adoption in the last one year has helped to identify all direct sellers, a publisher has authorized to sell its inventory, however, it lacks transparency when multiple sellers – SSPs/Exchanges/Resellers are involved in selling the same…