Until now advertising transparency standards were focused on the sell-side. Recently, the IAB introduced the buyers.json and DemandChain Object standards to serve as the buy-side counterparts. At Smart, we are excited to take the lead on embracing buyer transparency initiatives with our LiquidM DSP being the first to adopt buyers.json.
The programmatic ecosystem is fragmented and complex and changes in the identity landscape are adding new challenges, especially around audience data activation.
Curators are bringing a new layer of inventory & audience intelligence in order to provide new and efficient media products.