How can ad tech collaborate with publishers and advertisers to create a transparent and fair RTB ecosystem?

It is paramount for companies in the industry to adhere to transparency initiatives, privacy frameworks, and apply the best practices available. Clear standards and guidelines should be communicated to both publishers and advertisers to increase awareness and encourage partners to adopt them by demonstrating their benefits. Additionally, given that AdTech is a highly competitive market, the transparency and fairness of its players should also serve as a competitive advantage.

Ad tech can make the Real Time Bidding (RTB) ecosystem more open and fair by using the Transparency and Consent Framework (TCF), OpenRTB API, and Sellers.json object as shared standards for sharing data, measuring it, and reporting it.

Adopting common standards in ad tech, like IAB Tech Lab's TCF and OpenRTB API, is crucial. It's like ensuring everyone plays by the same rules in a game, fostering transparency and fairness in the RTB ecosystem. This approach aligns interests, builds trust, and enhances collaboration between publishers and advertisers.

This is a difficult topic, especially with the MFA websites and the SSPs which don't have direct relationships with premium publishers. The problem is that advertisers often pay for MRC and TAG accredited “Prebid filtering” and “Fraud blocking” solutions that do not work. Why ? Because the information is declarative (therefore easily falsifiable) in the bid request. So what do MFA hashtags do? They simply incorrectly declare the domain, pageurl, user agent, IP address, etc. But with simple Postbid Javascript Tags it is possible to detect where the advertising has actually been placed and to see where the problem comes from. And thus correct the targeting of the campaign in order to focus mainly on premium sites whose content value is real

Adtech that follows user permission, data protection rules, and employs encryption, anonymization, and deletion procedures can provide a transparent and equitable RTB environment. This include reporting any infractions or breaches as well as auditing and monitoring.

Regulators are expecting more accountability in the AdTech ecosystem, which, in turn, pressures all market actors to implement data governance policies. Since privacy is a broad area with multiple moving parts, having a defined approach to every subset will help implement data governance efforts. An important area of data governance is compliance. AdTech needs to leverage technology that minimizes customer data collection and ensures transparency. Similarly, companies must deliver on privacy claims they make publicly on their websites, at events, or in meetings. Finally, the ecosystem needs to build tools that make the most out of the data available (predictive analytics, generative AI, and other types of machine learning algorithms).

Use tools like Consent Management Platforms (CMPs) to ensure all data used in bidding processes adheres to privacy regulations like GDPR and CCPA, fostering trust between all parties. Clearly communicate how data is used throughout the RTB process, from auction participation to ad delivery, so publishers and advertisers understand the value and flow of information

Industry associations are critical to setting the standards and driving the transparent marketplace we all need to thrive. IAB TechLab is especially active in guiding targeting and measurement solutions as signal loss continues to threaten the industry. The 4A's have been heavily focused on identifying issues and solutions around made-for-advertising (MFA) websites, and there are multiple groups exploring ways to make programmatic advertising more sustainable through best practices in supply chain management. These are just a few examples of ways to be involved, and to meet with stakeholders interested in common causes.

Educating and empowering stakeholders in the RTB ecosystem is essential for fostering transparency and fairness. Publishers need tools to understand and optimize their ad inventory, while advertisers must learn to navigate bidding strategies and data usage effectively. Consumers, although not directly involved, should be informed about their data rights to build trust. Ad tech companies can lead by providing clear resources, transparency initiatives, and fostering collaboration and continuous learning. This approach bridges knowledge gaps, strengthens the digital advertising industry, and ensures sustainable growth.