The transparency record that travels with the bid request and lists every entity that touched the impression on the way to your DSP. Implemented correctly, it shows you exactly how many hops sit between you and the publisher and what each one is. Implemented poorly or omitted entirely, it's your signal that someone in the chain doesn't want to be found.
Ad tech glossary
Supply Chain Object
Technical definition
A component of the OpenRTB protocol that provides a complete record of all parties who are selling, reselling, or participating in the delivery of a bid request.
The ADLINGO translation
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Where this shows up
Guide: How Much Does Programmatic Really Cost?
Don't let fees and confusion burn a hole in your wallet. Like your morning coffee - it deserves a disproportionate amount of your time and attention.
🍿 The microwave popcorn of media
Bragging about agency programmatic capabilities is a flex as strong as bragging about how good you are at microwave popcorn.
