17 January 2022
Hello there smartx-ers,
Well, we don’t know about you, but we’ve seen just about every series Netflix has to offer. Cabin fever is registering at an all-time high — but hey, we’re thrilled to deliver the latest smartx updates straight from our couches.
So, here goes…
All Aboard the Transparency Train!
From daily communication on Slack to proudly showing off our quarantine hair on video calls, smartclip is all about transparency. This carries over to our brand safety initiatives as we protect our clients by adopting every IAB initiative so we can eliminate fraud within the adtech ecosystem. That’s why we introduced support for the IAB Tech Lab’s sellers.json and OpenRTB Supply Chain Object last year. Buyers rightfully want to know who they’re actually buying impressions from and these tools make it possible to map out the full journey of an impression. Each time an impression is bought and sold, a node is added to the supply chain to identify the players involved in the transaction.
These initiatives initially impacted only open marketplace spend, but as more DSPs hop on the transparency bandwagon, it will carry on to private marketplace spend as well. To stay ahead of the curve, smartclip now supports supply chain information forwarded via VAST tag integrations – the perfect addition to our OpenRTB integration support. This means that smartclip can receive supply chain information via OpenRTB requests or VAST ad tag requests. If either of these integrations contain supply chain information, smartclip will package it up and forward it within the bid request to DSPs. In order to do this for non-programmatic/VAST tag requests, we will first serialise the supply chain information in an ad call, then translate it into a programmatic bid request.
Supply chain support for OpenRTB and non-OpenRTB requests allow for more transparency in both programmatic and non-programmatic supply sources, which gives buyers a more holistic tool to fight fraud. Some DSPs already require these standards and apply them to private marketplaces. Our mission is to eradicate fraud by encouraging our publishers to stand by us and support these initiatives to create a more transparent ecosystem for all!
Talk about transparency! Next steps will be remodelling our offices to have glass walls.
Yours in smartx updates, and creepy smiles behind glass walls,
smartclip Product Marketing Team