Buyers want to know where an impression comes from. The Programmatic ADX includes transparency files from day one.
What is built in
- sellers.json: your exchange publishes its sellers file.
- Supply chain signals: sent with requests so buyers can follow the path of each impression.
Your name in the supply chain
On a white label ADX, your company appears in sellers.json and the supply chain, not AdTech Europe.
Why it matters for an exchange
DSPs increasingly filter out supply they cannot trace. An exchange with clean sellers.json and supply chain signals is eligible for more demand.
Checking your supply
Transparency covers what you publish. To check what your supply partners send you, the Supply Intelligence add-on reads and scores every placement and gives each supply feed a scorecard, including transparency coverage. See Supply Intelligence on the ADX.
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Nov 13, 2026