Microsoft president Brad Smith also called on industry and government to address not only tech's potential, but also its “peril,” citing the SolarWinds “mass indiscriminate global assault on the technology supplychain” as the latest reminder of the vulnerability of our interdependent infrastructure. "Every day when we go to work, we will decide whether tech is used for good or ill," Smith said.
CTV also often has more complex monetization rights and inventory sharing agreements, so you need to be extra diligent in connecting the dots across the supplychain. Recent CTV fraud schemes like PARETO rely on spoofing. Why is spoofing so common? MM: Historically, server-side ad insertion (SSAI) spoofing is highly scalable, and benefits from an overall lack of transparency.
IAB also introduced Open RTB SupplyChain Object, which shows all the different steps between a bid and a sale. Sellers.json and Open RTB SupplyChain Object are new, but app-ads.txt has been around since March 2019.