In 2019, the IAB Tech Lab has released a number of new standards and technologies designed to dramatically increase transparency in the programmatic mobile advertising world. App-ads.txt, the in-app extension of ads.txt, first went live officially in March, and sellers.json and the OpenRTB SupplyChain Object were released for public comment the very next month.
But what do these technology standards do and how can they be used in tandem with one another across the entire supply chain? To help answer these questions, some of the best GIFs on the internet are here to help.
As has been noted before on the InMobi blog, “Ads.txt is a simple solution that gives publishers complete control over who is selling their inventory. The publisher creates a depository of authorized sellers that can be accessed by the buyers. Buyers can hence identify the legitimate sellers of the ad inventory they desire.”
In short, app-ads.txt is a file that states clearly who can and can’t work with a particular app for ad monetization.
What about Sellers.json and the OpenRTB SupplyChain Object? As Sergio Serra, product manager for InMobi’s SSP strategic business unit, explained in MarTech Series in May, the OpenRTB SupplyChain Object and Sellers.json are like a map and key for programmatic advertisers. The SupplyChain Object provides a mapped-out overview of everyone involved in a particular transaction, and Sellers.json helps programmatic pros make heads or tails of the SupplyChain Object.
Ideally, app-ads.txt, sellers.json and the OpenRTB SupplyChain Object are deployed in tandem with one another, to provide unprecedented transparency and clarity to in-app programmatic media buying.
How would it work? Let’s consider a hypothetical scenario:
With all three in place, everyone in the ecosystem has greater transparency than before, knowing who precisely was involved from start to finish.
What do these IAB Tech Lab standards and technologies mean for everyone in the programmatic mobile advertising space? Here’s who needs to implement what, and how everyone can encourage adoption.
For more information about app-ads.txt, sellers.json and the OpenRTB SupplyChain Object, check out these blogs and articles:
Matt Kaplan has over a decade of digital marketing experience, working to support the content goals of the world’s biggest B2B and B2C brands. He is a passionate app user and evangelist, working to support diverse marketing campaigns across devices.
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