IAB Tech Lab adds buy-side transparency tools for malvertising
The IAB Tech Lab has introduced two buy-side transparency standards, `buyers.json` and `DemandChain Object`, aimed at addressing malvertising. `buyers.json` allows advertising systems to publicly declare the buyers they represent, while `DemandChain Object` is an OpenRTB extension that enables sellers to see all parties involved in a bid response. The specifications are designed to be the buy-side equivalent of the existing `sellers.json` and `SupplyChain Object` standards.
Key Takeaways
- buyers.json lets intermediaries publicly declare the buyers they represent.
- DemandChain Object shows sellers all parties involved in buying the creative embedded in a bid response.
- The object can be used with OpenRTB 2.x and OpenRTB 3.0 for real-time bidding.
- IAB Tech Lab says the specs are the buy-side mirror of sellers.json and SupplyChain Object.
Why It Matters
The immediate effect is clearer buy-side identity data in programmatic ad flows, which gives publishers and SSPs more tools to trace malvertising and isolate problematic buyers across demand sources. The broader ecosystem angle is symmetry: IAB Tech Lab is extending the transparency model already used on the supply side with sellers.json and SupplyChain Object. What to watch next is implementation uptake around OpenRTB 2.x and OpenRTB 3.0, since the value of these specs depends on how widely intermediaries expose buyer and chain information.
Read full article at iabtechlab.com
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