Demand-Side Platforms: The Supply-Side Transparency Wish List

Demand-side platforms want supply-chain transparency. We can expect demand-side platforms to aggressively verify publishers they access, cutting out all resellers that don’t work directly with publishers. Because DSPs now access the same publishers from multiple exchanges, they can compare the winning bid price to bid price ratio and approximate whether the second-price auction has been manipulated. Source: https://www.forbes.com/sites/forbescommunicationscouncil/2017/12/27/demand-side-platforms-the-supply-side-transparency-wish-list/#166b71ca4473