DSPs want to vet buyers before letting them into their platforms. No one wants to serve ads from advertisers they don’t trust.
But what happens when a DSP is worried about a buyer digging too deeply into its supply chain? Apparently, that’s reason enough not to onboard them – which is odd, given how loudly the industry talks about transparency.
Check My Ads has been building its reputation as a nonprofit programmatic industry watchdog for years, and many ad tech vendors have been quick to hype their work with the organization as an example of their commitment to transparency, said Check My Ads COO Arielle Garcia.
But giving Check My Ads an actual DSP seat – where it can perform the same inventory analysis as any other buyer – is seemingly a bridge too far, Garcia said.
A DSP that Check My Ads declined to name on the record recently refused to give the organization a seat on its platform, even after both parties cosigned a master service agreement (MSA). AdExchanger reviewed the MSA and emails between the companies, which were provided by Check My Ads.
