In response to the ISBA Programmatic Supply Chain Transparency study released in the UK today, IAB Europe would like to confirm our commitment to maintaining transparency and quality in the digital advertising and marketing ecosystem. To help maintain such transparency, IAB Europe’s Programmatic Trading Committee created the Supply Chain Transparency Guide to help all stakeholders - from buy-side through to sell-side - to navigate which questions they should be asking and to whom. We are also extremely supportive of the initiatives and standards developed by national IABs across Europe, such as the IAB UK Gold Standard, IAB France Digital Ad Trust Initiative, and the IAB Tech Lab such as ads.txt and sellers.json which are designed to enhance transparency and best practice.
As noted by IAB UK in their response to the study, programmatic trading comprises a variety of players to ensure the trading between publishers and advertisers works and it is important to note the value each of these players adds to the transaction.
The release calls on the industry to work together to standardise log level data fields and definitions. In February 2020, IAB Europe created a working group within the Programmatic Trading Committee tasked to look at SSP Data best practices. The group includes SSPs, publishers and agencies, to understand the differences across these data fields and to harmonise the reporting fields. If any IAB Europe members would like to join this group, please contact Marie-Clare Puffett - puffett@iabeurope.eu.
