Mintegral Adds Support for Sellers.json and SupplyChain Object to Increase Publisher Inventory Transparency

Mintegral announced that it now supports sellers.json and SupplyChain Object with the aim to increase the transparency of publisher inventory that advertisers can confidently bid on for better results.

Vali Scorus, Content Marketing Manager2020-03-04

Mintegral is pleased to announce its ad exchange and supply-side platform have adopted IAB Tech Lab’s technical specifications: sellers.json and SupplyChain Object. By adding support for these two new standards, we will provide our partners with a more transparent supply chain, particularly around the supply side of real-time bidding and programmatic buying.

Last year we announced that we added support for the app-ads.txt standard and shortly after we revealed that we received Open Measurement SDK certification from the IAB Tech Lab. Adopting sellers.json and SupplyChain Object is the next step toward offering a safer and more transparent advertising ecosystem for our partners.

So what are sellers.json and SupplyChain object, how do they work, and what are the benefits that publishers and buyers can expect from them?


What are sellers.json and SupplyChain Object?

Sellers.json is a JSON file that allows buyers to see which direct sellers or intermediaries are allowed to interact with that ad inventory – in other words, sellers.json is the SSP version of ads.txt. The sellers.json file includes the seller ID as well as whether the seller is direct, a reseller, or both. The file also contains five other optional fields that provide the buyer with additional details on the seller’s identity.

SupplyChain Object works as a complement to sellers.json, as it helps buyers trace the whole path of a bid request by allowing them to see all intermediaries that were involved in the process, resulting in greater transparency for DSPs.


How do sellers.json and SupplyChain Object work?

In order to verify that the relationship between an SSP and a publisher is valid, buyers compare the information from the SSP’s sellers.json file with the publisher’s ads.txt file.

The SupplyChain Object, which is a series of data nodes, then tracks every single vendor interaction from the start of the bid request until it’s filled. This is particularly useful because ads.txt does not offer this functionality, so buyers were unable to find out who the final seller actually was.

The benefits behind sellers.json and SupplyChain Object

These two new tools have been designed to bring an extra layer of transparency over the programmatic advertising ecosystem. According to Sam Tingleff, CTO at the IAB Tech Lab, sellers.json and SupplyChain Object were introduced mainly as a result of demand-side platforms (DSPs) receiving significant amounts of less-than-transparent ad inventory.

By having access to these new standards, Mintegral DSP partners will essentially see four main improvements:

  • Detailed information about all the selling parties involved in the bidding process
  • Find out who the final seller is for every single bid request, particularly useful for cases where multiple resellers are involved
  • Have quality SSP partners by simply ensuring they have adopted these two new standards, along with ads.txt/app-ads.txt
  • Decreased ad fraud from unverified vendors, by ensuring the sellers’ identity can be found across in these new files

Thanks to these new standards, the industry will be moving towards a more honest and transparent programmatic advertising ecosystem, which will ultimately benefit all players across both the supply and demand spectrums.

Mintegral will continue to provide advertisers with premium and transparent traffic. On the other hand, publishers can drive increased trust through Sellers.json and SupplyChain Object, which can help bridge the gap between two sides and make the programmatic ecosystem more secure and trustworthy.

Vali Scorus is Mintegral's Content Marketing Manager, responsible for digital and social media content. Vali has over 10 years of experience covering the gaming industry.
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