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the OpenRTB Supply Chain Object?</a></li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class="ez-toc-link ez-toc-heading-4" href="#" data-href="#How_Should_an_SSP_Take_Action" title="How Should an SSP Take Action?">How Should an SSP Take Action?</a></li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class="ez-toc-link ez-toc-heading-5" href="#" data-href="#How_Should_DSPBuyers_Take_Action" title="How Should DSP/Buyers Take Action?">How Should DSP/Buyers Take Action?</a></li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class="ez-toc-link ez-toc-heading-6" href="#" data-href="#Related_News" title="Related News">Related News</a></li></ul></nav></div> </div> </div> </div> </div> </div> </div> </section> </div> </div> <div class="elementor-column elementor-col-33 elementor-top-column elementor-element elementor-element-e4c0ed9" data-id="e4c0ed9" data-element_type="column"> <div class="elementor-widget-wrap elementor-element-populated"> <div class="elementor-element elementor-element-81cfa81 elementor-widget elementor-widget-heading" data-id="81cfa81" data-element_type="widget" data-widget_type="heading.default"> <div class="elementor-widget-container"> <h1 class="elementor-heading-title elementor-size-default">Sellers.Json</h1> </div> </div> <div class="elementor-element elementor-element-18544ef elementor-widget elementor-widget-html" data-id="18544ef" data-element_type="widget" data-widget_type="html.default"> <div class="elementor-widget-container"> <span style="color:grey"><i class="fa fa-clock"></i> Last updated: January 15, 2024</span> </div> </div> <div class="elementor-element elementor-element-ff6d6ac elementor-widget elementor-widget-heading" data-id="ff6d6ac" data-element_type="widget" data-widget_type="heading.default"> <div class="elementor-widget-container"> <h2 class="elementor-heading-title elementor-size-default"><span class="ez-toc-section" id="About_SellersJson"></span>About Sellers.Json<span class="ez-toc-section-end"></span></h2> </div> </div> <div class="elementor-element elementor-element-9c86e6f elementor-widget elementor-widget-text-editor" data-id="9c86e6f" data-element_type="widget" data-widget_type="text-editor.default"> <div class="elementor-widget-container"> <p>The IAB Tech Lab has introduced two new technical specifications aimed at increasing trust of the supply chain, specifically on the supply-side of real-time bidding and programmatic buying. The first, 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 SupplyChain object, allows buyers to see all parties who are selling or reselling a given bid request. The OpenRTB Working Group finalized the specifications for industry adoption on July 31, 2019.</p><p><a href="https://iabtechlab.com/ads-txt/" target="_blank" rel="noopener noreferrer">Ads.txt </a>(Authorized Digital Sellers) has been extremely successful in allowing publisher content distributors and app publishers to define who is authorized to sell a given set of impressions (publisher’s advertising inventory) via a bid request. Ads.txt does not however make any attempt at revealing the identities of the publisher account IDs within their advertising platform(s): Publisher’s SSP (Supply-Side Platform).</p> </div> </div> <section class="elementor-section elementor-inner-section elementor-element elementor-element-34a0eaa elementor-section-boxed elementor-section-height-default elementor-section-height-default" data-id="34a0eaa" data-element_type="section"> <div class="elementor-container elementor-column-gap-default"> <div class="elementor-column elementor-col-100 elementor-inner-column elementor-element elementor-element-ce54f2c" data-id="ce54f2c" data-element_type="column"> <div class="elementor-widget-wrap elementor-element-populated"> <div class="elementor-element elementor-element-dfa38c4 elementor-widget elementor-widget-heading" data-id="dfa38c4" data-element_type="widget" data-widget_type="heading.default"> <div class="elementor-widget-container"> <h2 class="elementor-heading-title elementor-size-default"><span class="ez-toc-section" id="What_Is_SellersJson"></span>What Is Sellers.Json?<span class="ez-toc-section-end"></span></h2> </div> </div> <div class="elementor-element elementor-element-464096a elementor-widget elementor-widget-text-editor" data-id="464096a" data-element_type="widget" data-widget_type="text-editor.default"> <div class="elementor-widget-container"> <p><a href="https://iabtechlab.com/wp-content/uploads/2019/07/Sellers.json_Final.pdf" target="_blank" rel="noopener noreferrer">sellers.json</a> provides a mechanism to enable buyers to discover who the entities are that are either direct sellers of or intermediaries in the selling of digital advertising.</p><p>A published and accessible sellers.json file allows the identity of the final seller of a bid request to be discovered (assuming that they are ads.txt authorized). It also allows the identities of all nodes (entities that participated in the bid request) in the SupplyChain object to also be discovered. Currently, it is possible for the final seller to be identified via the Publisher.name and Publisher.domain attributes, but in practice, these properties are inconsistently populated by various selling systems. sellers.json enables smaller bid request object sizes by allowing this information to be looked up and cached “offline” rather than supplied with every bid request. sellers.json also allows the identification of any and all intermediaries that participated in the selling of a bid request.</p> </div> </div> <div class="elementor-element elementor-element-8c880c2 elementor-widget elementor-widget-button" data-id="8c880c2" data-element_type="widget" data-widget_type="button.default"> <div class="elementor-widget-container"> <div class="elementor-button-wrapper"> <a class="elementor-button elementor-button-link elementor-size-sm" href="https://iabtechlab.com/wp-content/uploads/2019/07/Sellers.json_Final.pdf"> <span class="elementor-button-content-wrapper"> <span class="elementor-button-icon"> <svg aria-hidden="true" class="e-font-icon-svg e-fas-cloud-download-alt" viewBox="0 0 640 512" xmlns="http://www.w3.org/2000/svg"><path d="M537.6 226.6c4.1-10.7 6.4-22.4 6.4-34.6 0-53-43-96-96-96-19.7 0-38.1 6-53.3 16.2C367 64.2 315.3 32 256 32c-88.4 0-160 71.6-160 160 0 2.7.1 5.4.2 8.1C40.2 219.8 0 273.2 0 336c0 79.5 64.5 144 144 144h368c70.7 0 128-57.3 128-128 0-61.9-44-113.6-102.4-125.4zm-132.9 88.7L299.3 420.7c-6.2 6.2-16.4 6.2-22.6 0L171.3 315.3c-10.1-10.1-2.9-27.3 11.3-27.3H248V176c0-8.8 7.2-16 16-16h48c8.8 0 16 7.2 16 16v112h65.4c14.2 0 21.4 17.2 11.3 27.3z"></path></svg> </span> <span class="elementor-button-text">View the sellers.json Spec</span> </span> </a> </div> </div> </div> <div class="elementor-element elementor-element-d0a8b43 elementor-widget elementor-widget-button" data-id="d0a8b43" data-element_type="widget" data-widget_type="button.default"> <div class="elementor-widget-container"> <div class="elementor-button-wrapper"> <a class="elementor-button elementor-button-link elementor-size-sm" href="https://iabtechlab.com/wp-content/uploads/2019/07/FAQ-for-sellers.json_supplychain-object.pdf"> <span class="elementor-button-content-wrapper"> <span class="elementor-button-icon"> <svg aria-hidden="true" class="e-font-icon-svg e-fas-cloud-download-alt" viewBox="0 0 640 512" xmlns="http://www.w3.org/2000/svg"><path d="M537.6 226.6c4.1-10.7 6.4-22.4 6.4-34.6 0-53-43-96-96-96-19.7 0-38.1 6-53.3 16.2C367 64.2 315.3 32 256 32c-88.4 0-160 71.6-160 160 0 2.7.1 5.4.2 8.1C40.2 219.8 0 273.2 0 336c0 79.5 64.5 144 144 144h368c70.7 0 128-57.3 128-128 0-61.9-44-113.6-102.4-125.4zm-132.9 88.7L299.3 420.7c-6.2 6.2-16.4 6.2-22.6 0L171.3 315.3c-10.1-10.1-2.9-27.3 11.3-27.3H248V176c0-8.8 7.2-16 16-16h48c8.8 0 16 7.2 16 16v112h65.4c14.2 0 21.4 17.2 11.3 27.3z"></path></svg> </span> <span class="elementor-button-text">Read FAQ and Implementation Guidelines</span> </span> </a> </div> </div> </div> </div> </div> </div> </section> <section class="elementor-section elementor-inner-section elementor-element elementor-element-a0319ff elementor-section-boxed elementor-section-height-default elementor-section-height-default" data-id="a0319ff" data-element_type="section"> <div class="elementor-container elementor-column-gap-default"> <div class="elementor-column elementor-col-100 elementor-inner-column elementor-element elementor-element-4df6c87" data-id="4df6c87" data-element_type="column"> <div class="elementor-widget-wrap elementor-element-populated"> <div class="elementor-element elementor-element-9901b6e elementor-widget elementor-widget-heading" data-id="9901b6e" data-element_type="widget" data-widget_type="heading.default"> <div class="elementor-widget-container"> <h2 class="elementor-heading-title elementor-size-default"><span class="ez-toc-section" id="What_is_the_OpenRTB_Supply_Chain_Object"></span>What is the OpenRTB Supply Chain Object?<span class="ez-toc-section-end"></span></h2> </div> </div> <div class="elementor-element elementor-element-2aa35df elementor-widget elementor-widget-text-editor" data-id="2aa35df" data-element_type="widget" data-widget_type="text-editor.default"> <div class="elementor-widget-container"> <ol><li><p>The SupplyChain object enables buyers to see all parties who are selling or reselling a given bid request. 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. The implementation should be as transparent as possible to buyers. It should enable them to easily understand who it is that is participating in the sale of any piece of inventory.</p><p>The SupplyChain object is composed primarily of a set of nodes where each node represents a specific entity that participates in the selling of a bid request. The entire chain of nodes from beginning to end would represent all sellers who were paid for an individual bid request.</p></li></ol> </div> </div> <div class="elementor-element elementor-element-8555746 elementor-widget elementor-widget-button" data-id="8555746" data-element_type="widget" data-widget_type="button.default"> <div class="elementor-widget-container"> <div class="elementor-button-wrapper"> <a class="elementor-button elementor-button-link elementor-size-sm" href="https://github.com/InteractiveAdvertisingBureau/openrtb/blob/master/supplychainobject.md#implementation-details"> <span class="elementor-button-content-wrapper"> <span class="elementor-button-text">Supply Chain Object Specification</span> </span> </a> </div> </div> </div> </div> </div> </div> </section> <section class="elementor-section elementor-inner-section elementor-element elementor-element-61970d9 elementor-section-boxed elementor-section-height-default elementor-section-height-default" data-id="61970d9" data-element_type="section"> <div class="elementor-container elementor-column-gap-default"> <div class="elementor-column elementor-col-100 elementor-inner-column elementor-element elementor-element-4aef3d5" data-id="4aef3d5" data-element_type="column"> <div class="elementor-widget-wrap elementor-element-populated"> <div class="elementor-element elementor-element-0e675c4 elementor-widget elementor-widget-heading" data-id="0e675c4" data-element_type="widget" data-widget_type="heading.default"> <div class="elementor-widget-container"> <h2 class="elementor-heading-title elementor-size-default"><span class="ez-toc-section" id="How_Should_an_SSP_Take_Action"></span>How Should an SSP Take Action?<span class="ez-toc-section-end"></span></h2> </div> </div> <div class="elementor-element elementor-element-eb55f35 elementor-widget elementor-widget-text-editor" data-id="eb55f35" data-element_type="widget" data-widget_type="text-editor.default"> <div class="elementor-widget-container"> <p>The expectation is that SSPs and exchanges would post their sellers.json files for buyers to review. SSPs and exchanges would also upgrade their OpenRTB integrations (on versions 2.x or 3.0) to include support for the SupplyChain object (an OpenRTB extension). Combining all of these standards and components gives advertisers and agencies the tools to understand what they’re buying, empowering them to be more confident and comfortable in their purchases.</p> </div> </div> </div> </div> </div> </section> <section class="elementor-section elementor-inner-section elementor-element elementor-element-5924877 elementor-section-boxed elementor-section-height-default elementor-section-height-default" data-id="5924877" data-element_type="section"> <div class="elementor-container elementor-column-gap-default"> <div class="elementor-column elementor-col-100 elementor-inner-column elementor-element elementor-element-0863557" data-id="0863557" data-element_type="column"> <div class="elementor-widget-wrap elementor-element-populated"> <div class="elementor-element elementor-element-b4f499c elementor-widget elementor-widget-heading" data-id="b4f499c" data-element_type="widget" data-widget_type="heading.default"> <div class="elementor-widget-container"> <h2 class="elementor-heading-title elementor-size-default"><span class="ez-toc-section" id="How_Should_DSPBuyers_Take_Action"></span>How Should DSP/Buyers Take Action?<span class="ez-toc-section-end"></span></h2> </div> </div> <div class="elementor-element elementor-element-f7c6ac9 elementor-widget elementor-widget-text-editor" data-id="f7c6ac9" data-element_type="widget" data-widget_type="text-editor.default"> <div class="elementor-widget-container"> <p>Buyers should continue to target inventory sold through ads.txt and app-ads.txt channels, cutting out misrepresented inventory by buying through authorized channels.</p><p>Buyers can review SupplyChain object, and verify identifiers within sellers.json files. This supply path transparency should support more confident Programmatic spend.</p> </div> </div> </div> </div> </div> </section> </div> </div> <div class="elementor-column elementor-col-33 elementor-top-column elementor-element elementor-element-45e5a20" data-id="45e5a20" data-element_type="column"> <div class="elementor-widget-wrap elementor-element-populated"> <section class="elementor-section elementor-inner-section elementor-element elementor-element-b036b52 elementor-section-boxed elementor-section-height-default elementor-section-height-default" data-id="b036b52" data-element_type="section"> <div class="elementor-container elementor-column-gap-default"> <div class="elementor-column elementor-col-100 elementor-inner-column elementor-element elementor-element-692cc25" data-id="692cc25" data-element_type="column"> <div class="elementor-widget-wrap elementor-element-populated"> <div class="elementor-element elementor-element-cea6f62 elementor-widget elementor-widget-heading" data-id="cea6f62" data-element_type="widget" data-widget_type="heading.default"> <div class="elementor-widget-container"> <h2 class="elementor-heading-title elementor-size-default"><span class="ez-toc-section" id="Related_News"></span>Related News<span class="ez-toc-section-end"></span></h2> </div> </div> <div class="elementor-element elementor-element-2c55df1 elementor-widget elementor-widget-shortcode" data-id="2c55df1" data-element_type="widget" data-widget_type="shortcode.default"> <div class="elementor-widget-container"> <div class="elementor-shortcode"><div class="sidebar"> <ul><li style="margin-bottom:5px;"><a href="https://iabtechlab.com/the-ai-leap-in-contextual-advertising-transforming-a-legacy-solution/">The AI Leap in Contextual Advertising: Transforming a Legacy Solution</a></li><li style="margin-bottom:5px;"><a href="https://iabtechlab.com/whos-got-the-creative-ad-id/">Who’s got the (Creative) Ad ID?</a></li><li style="margin-bottom:5px;"><a href="https://iabtechlab.com/freewheel-first-to-be-iab-tech-lab-certified-on-om-sdk-for-lg-and-samsung-devices/">FreeWheel first to be IAB Tech Lab certified on OM SDK for LG and Samsung devices</a></li></ul> </div> <style> .sidebar ul li { line-height: 1.3em; font-size:13px; } </style></div> </div> </div> </div> </div> </div> </section> </div> </div> </div> </section> </div> <div class="clear"></div> <div id="footer"> <div id="footer-wrap"> <div id="footer-box" class="footer-v4"> <div class="sidebar-footer"> <div> <div id="nav_menu-3" class="footer-widget-col widget_nav_menu"><h4>About the IAB Tech Lab</h4><div class="menu-footer-1-container"><ul id="menu-footer-1" class="menu"><li id="menu-item-1416" class="menu-item menu-item-type-post_type menu-item-object-page menu-item-1416"><a href="https://iabtechlab.com/about-the-iab-tech-lab/">Tech Lab Mission</a></li> <li id="menu-item-1417" class="menu-item menu-item-type-post_type menu-item-object-page menu-item-1417"><a href="https://iabtechlab.com/about-the-iab-tech-lab/tech-lab-leadership/">Tech Lab Leadership</a></li> <li id="menu-item-1418" class="menu-item menu-item-type-post_type menu-item-object-page menu-item-1418"><a href="https://iabtechlab.com/about-the-iab-tech-lab/tech-lab-team/">Tech Lab Team</a></li> <li id="menu-item-12207" class="menu-item menu-item-type-custom menu-item-object-custom menu-item-12207"><a href="https://iabtechlab.com/global-partners/">Global Partners</a></li> </ul></div></div> </div> </div> <div class="sidebar-footer"> <div> <div id="nav_menu-12" class="footer-widget-col widget_nav_menu"><h4>Contact</h4> <div class="menu-footer-3-container"> <ul id="menu-footer-3" class="menu"> <li id="menu-item-19715" class="subscribe-button menu-item menu-item-type-custom menu-item-object-custom menu-item-19715"><a href="#" class="subscribe-button" data-toggle="modal" data-target="#myModal">Subscribe to Our Newsletter</a></li> <li id="menu-item-7337" class="menu-item menu-item-type-custom menu-item-object-custom menu-item-7337"><a href="https://iabtechlab.com/membership/">Join the IAB Tech Lab</a></li> <li id="menu-item-7338" class="menu-item menu-item-type-post_type menu-item-object-page menu-item-7338"><a href="https://iabtechlab.com/contact-us/">Contact Us</a></li> <li id="menu-item-13704" class="menu-item menu-item-type-custom menu-item-object-custom menu-item-13704"><a href="https://iabtechlab.com/tech-lab-careers/">Tech Lab Careers</a></li> </ul> </div> </div> </div> </div> </div> <style> .footer-widget-col h4 { text-transform: none !important; } </style> </div> </div> <div id="copyright" style="margin-top:-15px"> <div class="copyright-wrap"> <span class=left> <center> <br><br> <a href="mailto:support@iabtechlab.com?Subject=Question - " target="_top">Questions? 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