Sellers.json Reshaping The Future of ProgrammaticReading Time: 4 minutes
Ad Frauds and the necessity of Transparency
The statistics and numbers speak for themselves when it comes to the benefits of Online advertising in the present era. But, apart from enhancing business profits, client base, and lead generation, cybercriminals leave no stone unturned in carrying out various ad frauds. Ad fraud or ‘click fraud’ is a common term among scammers all across the globe. Ad or click fraud is gaining notable traction, especially among dishonest publishers and their never-ending desire to generate revenue with the ad traffic.
It’s high time to offer sellers transparency into the buy-side of the vertical, just as buyers have technically demanded transparency from sellers.
Online advertising is an expanding, multi-billion-dollar market. Researchers and experts predict that global digital ad expenditure will surpass US$225 billion, accounting for more than 40 percent of total ad expenditure. The absolute size of this market tempts criminals and hackers into developing advanced technology and techniques to steal money from advertisers.
What is sellers.json?
Sellers.json is a publicly-facing lexicon that enables buyers to explore their sellers listed within the supply chain. With the help of this, buyers can relish convenient and in-depth visibility into each step a bid request takes in between themselves and the end-publisher, thereby allowing DSPs to make better purchasing experiences for their clients.
The IAB Tech Lab discovered Sellers.json to allow buyers to authenticate the entities who are either direct sellers of or mediators in the chosen digital advertising opportunity for purchase. The primary reason behind the introduction of this technical specification was to exemplify the trust and confidentiality of the supply chain and real-time bidding and programmatic purchasing. The file publicly comprises all the account numbers and related publisher identities that function on a comprehensive advertising system. It allows the buyer to confirm the affiliation between the publisher. The SSP corresponds to the information affirmed in the ads.txt file with the data that appears in the Sellers.json file.
A closer look at Statistics
Over the past few years, a swarm of quality issues has come to light in the ad tech industry. Actors on both the buy and sell-side are accepting these issues and are taking necessary steps to lessen fraud and advance inventory and ad quality. On the other hand, researchers are still projecting the industry would jump a $44 billion hit due to ad fraud in 2022.
Precision, strict processes, and observance of IAB standards will all play critical roles in the unrelenting effort to purge the industry of bad actors. Adoption shot up a few years back, it enhanced 5.4x over the first half of 2018, increasing from around 90,000 domains to about 500,000 and by the end of the year, around 80% of the 1,000 most-trafficked online platforms had uploaded the ads.txt file to their website. Sellers.json is essential as it is setting new standards in the respective industry and has become indispensable for buyers and sellers in the programmatic ecosystem. Sellers.json is often compared with the SSP’s version of the publisher’s ads.txt file.
Future of Programmatic with Sellers.json
Sellers.json together with the Supply Chain object is an advanced specification introduced by IAB Tech Lab in 2019. It assists advertisers to check on the level of the bid request whether a specific reseller has authorization for the publisher’s inventory allocation within the advertising chain. These anti-fraud solutions are intended to guarantee the safety and transparency of traffic resale enabling ad buyers to track which unswerving and intermediary sellers have been occupied in every bid request.
Offering advertisers with admittance to inventory and valuable users without having to worry about concerns like online ad fraud is table stakes. With this safekeeping, brand advertisers will be expected to continue investment in quality publications. A robust anti-fraud prevention solution is being developed with the help of sellers.json using bid stream data with the capacity to perceive deceptive activity. Using machine learning and AI, helps brand advertisers decide when users are getting a warily high amount of bid requests. It also restrains the users from seeing if their bid rate comes back to a typical variety and then either eliminates the user or opens them back up for targeting. Sellers.json is imperative because it develops more confidentiality on the seller’s side. Fewer hands of middlemen in the mix often escort to enhanced outcomes for both the advertiser and the publisher.