By Luís Daniel Rijo in Data News — Apr 11, 2019

sellers.json : IAB Tech Lab submits to public comment new technology to increase trust in programmatic

The IAB Technology Laboratory today released for public comment sellers.json and OpenRTB SupplyChain object, new technology to increase trust on the supply-side of real-time bidding and programmatic buying. The OpenRTB Working Group is seeking industry feedback during a 30-day public comment period, through May 10, 2019.

sellers.json enables buyers to verify the entities who are either direct sellers of or intermediaries in the selected digital advertising opportunity for purchase.

OpenRTB SupplyChain object allows buyers to see all parties who are selling or reselling a given bid request.

According to IAB Tech Lab, these 2 new technologies serve complementary roles by extending transparency to supply-side platforms (SSPs) and exchanges. IAB Tech Lab says that when finalized, the expectation is that SSPs and exchanges will post their sellers.json files for buyers to review.

SSPs and exchanges would need to upgrade their OpenRTB integrations (on versions 2.x or 3.0) to include support for the SupplyChain object (an OpenRTB extension).

IAB states that combining all of these standards and components will give advertisers and agencies the tools to understand what they’re buying.

Correction: Title correct to IAB Tech Lab on April 12.

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