IAB standards
The technology is designed to meet IAB International and IAB Europe standards, for transparency, compliance and performance.
Supply chain verification
- ads.txt and app-ads.txt checks confirm a seller is authorised to sell the inventory offered.
- sellers.json and SupplyChain (schain) enforcement means the path between publisher and platform is declared and checkable.
Together these make domain spoofing substantially harder, and they're increasingly what sophisticated advertisers ask about before they commit budget. See How AI-powered fraud detection works.
Third-party verification
Pre-bid verification from IAS and DoubleVerify is available through the Brand Safety Connector plugin, for advertisers who require independent measurement. Traffic is also checked by partners including HUMAN, Pixalate, Adscore, Fraudlogix and MaxMind — see adtech.eu/technology.
Consent and accessibility tooling
The plugin marketplace includes a Consent Manager (IAB TCF 2.2, consent passed in bid requests), Google Consent Mode v2, OneTrust and Cookiebot. The SSP and publisher panel also have GDPR, COPPA and CCPA settings.
Answering the diligence questionnaire
Larger advertisers will send you one. The items above — IAB alignment, ads.txt/sellers.json enforcement, EU operation, SCCs, verification vendor support, the Data Processing Agreement — are what it asks about. See Data transfers, subprocessors and retention.
Related: GDPR: who is the controller?