• 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