In the world of programmatic advertising, there has long been a lack of transparency: advertisers saw who ultimately got paid, but not how many hands their bid request passed through. Now, the industry is adopting a new standard to reveal the full path of a bid request.
How It Works
Previously, the ad supply chain involved many intermediaries: SSPs, DSPs, trading desks, and others. The advertiser saw only the final payee but couldn't assess how many companies processed their request and what fees were deducted. The new standard requires each participant to pass along information about itself, creating a complete transaction record.
Why It Matters
Transparency allows advertisers to:
- Identify inefficient intermediaries and optimize costs.
- Verify that their requests reach trusted providers.
- Increase trust in the digital advertising ecosystem.
What This Means for Users
Although the innovation targets advertisers, end users also benefit: fewer intermediaries can reduce costs, making ads more relevant and less intrusive. Additionally, greater transparency reduces fraud risks.
VirtCardPay's Take
Transparency is a key trend not only in advertising but also in financial services. Just as with virtual cards, where every payment can be traced, the new standard in advertising helps control money flow. We support any initiative that makes digital transactions clearer and safer.
This material is for informational purposes only and does not constitute financial advice.
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