The IAB Tech Lab today introduced a new service for publishers that aims to streamline some arduous data analysis processes and bring more transparency to digital ad buying.
Called Supply Chain Validation, the Tech Lab would match information that’s declared in two publicly available files: ads.txt and sellers.json. Automating this process would provide buyers and sellers more accurate information about the different intermediaries–some trusted and some not–involved in an online ad auction.
Publishers list the supply-side platforms they work with in their ads.txt
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