Q&A: The Digital Advertising Supply Chain

The digital advertising supply chain is a complex, yet crucial, infrastructure that supports the modern online economy. But who are the main players? How do they interact? And what safeguards are in place to ensure transparency and accountability?

This Q&A, developed by our Policy Committee, provides clear and practical answers to these questions. Whether you're a policy-maker, advertiser, publisher, or adtech provider, this document will help you better understand the supply chain’s structure, the role of key actors, and the importance of industry standards in driving responsible digital advertising.