"Amid a growing industry concern about ad dollars going to low-quality “made for advertising” sites, digital supply chain consultancy Jounce ...
"SupplyChain Object, along with its companion Sellers.json, are critical tools for enhancing transparency in the programmatic ecosystem. They enable ad platforms and buyers to reduce fraud exposure risk and improve supply path optimization. It’s been over a year since their release, and adoption is now widespread. The data they produce provides deep insight about the state of the ecosystem.
More specifically, SupplyChain allows bid requests to contain information about the sequence of businesses that an impression passes through. Put another way, it documents the chain of who is receiving money for an impression. Its data enhances what DSPs would learn from the sellers.json files that function as directories of businesses from whom advertising systems (exchanges, SSPs, networks, etc.) receive supply."
Read more from Centro's Ian Trider in AdExchanger.