Introduction In the rapidly evolving landscape of digital advertising, transparency and efficiency are key concerns for advertisers and publishers alike. One crucial development in this space is the adoption of Supply Chain Object (SCHAIN), a mechanism designed to provide visibility into the programmatic advertising supply chain. As a leader in media technology, Amagi is committed to fostering a transparent and fraud-free advertising ecosystem. This article explores the role and importance of SCHAIN in online advertising.
What is SCHAIN? SCHAIN, or the Supply Chain Object, is an IAB Tech Lab standard that helps buyers and advertisers track the path of an impression from publisher to advertiser. It is a structured way to represent the sequence of entities involved in the sale of a digital ad impression. This transparency allows advertisers to verify the legitimacy of inventory and minimize fraud risks.
How SCHAIN Works SCHAIN works by embedding a serialized list of ad supply chain participants within bid requests. This list provides critical details about each intermediary involved in serving an ad, including:
- Ad Exchange/SSP (Supply-Side Platform): The platform selling the impression.
- Resellers: Companies that facilitate inventory access between buyers and sellers.
- Final Seller: The last entity before the publisher, which ensures inventory authenticity.
By standardizing this information, SCHAIN ensures that advertisers can trace the origins of their ad placements and avoid invalid traffic sources.
Key Benefits of SCHAIN
- Enhanced Transparency: Advertisers can see the full supply path, helping them make informed purchasing decisions.
- Fraud Prevention: By identifying unauthorized resellers, SCHAIN helps reduce ad fraud and domain spoofing.
- Optimized Supply Paths (SPO): Buyers can choose direct paths to premium inventory, improving efficiency and reducing costs.
- Better Publisher Monetization: Legitimate publishers benefit from a cleaner, more accountable ecosystem.
SCHAIN and Amagi’s Commitment to Transparency At Amagi, we integrate SCHAIN into our advertising solutions to ensure advertisers and publishers benefit from a secure, verifiable, and efficient programmatic ecosystem. By leveraging SCHAIN, we help media partners optimize their ad supply chain, prevent fraudulent activities, and build stronger trust with buyers.
Conclusion As programmatic advertising continues to grow, adopting transparency-enhancing tools like SCHAIN is crucial for industry-wide trust and efficiency. Amagi remains dedicated to advancing industry standards and promoting a secure and transparent advertising environment.