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Let’s Talk Sellers.json and SupplyChain Object | Smart Adserver


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Learn more about quality with Sellers.json and OpenRTB Supply Chain Object, the two new specs introduced by IAB Tech Lab for public comment with Smart Adserver (

The IAB Tech Lab has recently introduced two new complementary market initiatives in the continuity of ads.txt: Sellers.json and the OpenRTB SupplyChain Object. Both come as a package and are designed to give ad buyers more confidence in the multiple vendors involved in the reselling of an impression throughout the digital ad supply chain — not just the first reseller.

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Let’s Talk Sellers.json and SupplyChain Object | Smart Adserver

  1. 1. Let’s Talk Sellers.json and SupplyChain Object August, 2019
  2. 2. The industry will take a $44 billion hit due to ad fraud in 2020. Quality issues are still plaguing the ad tech ecosystem Source: “Ad Fraud to Cost Advertisers $19 Billion in 2018, Representing 9% of Total Digital Advertising Spend”, Juniper Research, September, 2017.
  3. 3. But a global commitment will help us eliminate these bad actors.
  4. 4. These strict standards aim to grow transparency and increase trust in the programmatic ecosystem The IAB is committed to creating specifications to reduce fraud and improve quality
  5. 5. Phases of IAB Quality Initiatives 2017 2019 ads.txt app-ads.txt Sellers.json + SupplyChain Object
  6. 6. What is it? A .txt file on a publisher’s site that names authorized resellers. For desktop and mobile web + Who is it for? Ads.txt => desktop / mobile web publishers App-ads.txt => app developers ADS.TXT / APP-ADS.TXT First Two Initiatives What do publishers need to do? Post the file on the root domain of their corporate website + +
  7. 7. The goal Boost marketplace quality Prevent domain/bundle spoofing Increase buyer confidence
  8. 8. SELLERS.JSON + SUPPLYCHAIN OBJECT Latest Initiatives Sellers.json SupplyChain Object What is it? .json file on publishers’s site Who is it for? “Indirect” publishers What must be done? Placement of file on root domain of site Publisher Goal: Reveals all the sellers the SSP / ad network is working with Package Deal Package Deal
  9. 9. SELLERS.JSON + SUPPLYCHAIN OBJECT Latest Initiatives Sellers.json SupplyChain Object What is it? A set of nodes where each represents an entity that participates in the selling of a bid request Is Smart compliant? We have a 1st version How to become compliant? IAB specs in progress. Details coming. Package Deal Goal: Identifies all sellers who were paid for an individual bid request
  10. 10. Who’s who? Publisher vs. Intermediary Publisher Seller owns the site/app Direct Publishers Publishers doing client-side header bidding Intermediary Seller doesn’t own the site/app but is authorized to sell Inventory 100% from Google EB / Amazon TAM Premium Sales houses Ad network Aggregator
  11. 11. Publisher Compliance: The Numbers *Of 1,000 most-trafficked websites that sell advertising programmatically **In Appstore (iOS only) ads.txt 100% Of Smart publishers 78%* worldwide App- ads.txt 4,000 Apps worldwide**
  12. 12. Publisher Compliance: The Numbers 57 Publishers worldwide have a sellers.json. Smart was one of the first! Sellers.json + SupplyChain Object
  13. 13. THANK YOU!