Buyers.json: Leading the Way on Buy-Side Transparency
Until now advertising transparency standards were focused on the sell-side. Recently, the IAB introduced the buyers.json and DemandChain Object standards to serve as the buy-side counterparts. As a Smart group, we are excited to take the lead on embracing buyer transparency initiatives with LiquidM being the first DSP to adopt buyers.json.
“The Smart AdServer family deeply believes in making the entire digital advertising industry a safer and more transparent ecosystem to interact in. LiquidM being the first DSP globally to adopt the buyers.json standard is just one of many steps we have taken towards that vision and it also serves as our message to the industry to rally together to no longer allow demand-side bad actors to operate anonymously,” said JC Peube, Smart’s SVP of Analytics and Quality.
Mirroring Sell-Side Transparency
Lack of transparency into buyer identity is one of the key challenges publishers and SSPs have in order to eliminate bad entities across the chain at once. To help overcome this, the IAB recently introduced two new ad tech standards: buyers.json and DemandChain Object. Similar to the standards already in place on the sell-side, they aim to provide transparency for buy-side entities.
“Buyers.json and DemandChain Object are the industry’s best opportunity to bring transparency to the buy-side and root out the abuses that have driven so many users to adopt ad blockers. I applaud Smart’s leadership in being the first DSP to adopt buyers.json and hope this will serve as a call-to-action for publishers to demand the wide adoption of these standards,” John Murphy, Chief Strategy Officer, Confiant.
With buyers.json, DSPs can declare the advertisers they represent which allows them to take action to protect themselves, their supply partners, publishers and their users from problematic buyers. DemandChain Object, which is meant to be used in conjunction with buyers.json, requires cooperation from others in the ecosystem. It ultimately helps map all entities involved in the direct flow of payment for an impression and the creative running within it.
How Buyers.json Works
Together, these new standards help Publishers and SSPs more easily trace the sources of malvertising attacks and identify problematic buyers across multiple demand sources. And they will allow publishers to confidently monetize and monitor the spend on their inventory while providing audiences a positive user experience.
Our entire Smart family is committed to protecting publishers and users from malvertising. As the industry begins to adopt these new standards, we look forward to working with other adtech players to build a more transparent and ethical advertising ecosystem that benefits publishers, advertisers, users, and all the players in between.
Written by: Amy Bornong
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