IAB France publishes a guide of the traceability of the programmatic flows

IAB France last month published its guide of the traceability of the programmatic flows. IAB France says this guide has the goal to promote the understanding of technical exchanges within the value chain.

The Guide sur la Traçabilité des Flux Programmatiques recalls the positioning and role of each actor in the value chain and details the processes at work during the realization of a programmatic auction, in particular via the OpenRTB protocol.

Here the 10 roles on Programmatic

• Advertiser
• Agency
• Adserver Buyside
• Trading Desk
• DSP
• 3rd Party Buyside
• SSP
• External Management
• Adserver Sellside
• Publisher