IAB Tech Lab released another critical development as an important step towards eliminating malvertising and securing a brand safe digital media supply chain. The creation of buy-side transparency specifications enables sellers to identify who is buying their inventory which allows publishers and supply-side platforms (SSPs) to more easily identify the sources of malvertising attacks, identify problematic buyers across multiple demand sources, and take appropriate action to protect themselves and their users.
buyers.json enables advertising systems to publicly declare the buyers they represent, and DemandChain Object provides transparency around every entity involved in a specific transaction. The specifications are open for public commentary until April 30, 2021. It’s a great day for brands and publishers in digital media.
IAB Canada will be collecting on-the-ground feedback and consolidating for IAB Tech Lab. We look forward to hearing your thoughts. To participate in IAB Canada discussions please contact us [email protected]