1:24Ad tech explainers
Go deeper · 3 min readAdTech Supply Chain Transparency: Illuminating the Path to Effective Digital Advertising
Who actually handled this impression? (schain)
The supply chain object lists every hop in a bid request — and buyers check it.
Lesson notes
Who actually handled this impression, in order?
The OpenRTB supply chain object (schain) rides inside the bid request, in source.schain. It lists each node in order: asi (the ad system’s domain), sid (the seller ID there), hp (payment flow). Buyers can check each node against that system’s sellers.json and the publisher’s ads.txt.
Publishers: which partners appear, how many hops, can they resell?
Shared plumbing. Your data and decisions are the special sauce.
Go deeper · 3 min readAdTech Supply Chain Transparency: Illuminating the Path to Effective Digital Advertising
