Supply Chain
Ad servers and creative delivery
Understand publisher and advertiser ad-server handoffs, creative delivery, counting differences and checks before a tag goes live.
Archive
October 2026
Verification
Ad verification technology
Understand what ad verification measures, where coverage can fail and what to request before using its reports to make campaign decisions.
Standards
AdTech data architecture
Plan advertising data around source systems, record grain, identifiers and metric definitions so reports support clear decisions.
Standards
AdTech interoperability and technical standards
Document and assess advertising-system handoffs across OpenRTB, VAST, field mappings, reporting events and version changes.
Identity & Addressability
AdTech privacy and permission signals
An advertising permission signal records or conveys a person's choice for a defined purpose.
Vendor Due Diligence
AdTech vendor due diligence
Assess an AdTech vendor’s service, fees, integration, data access and exit terms against a defined Australian use case.
Supply Chain
Advertising clean rooms
Understand what advertising clean rooms can support, which controls to inspect and how to interpret matched campaign results.
Identity & Addressability
Advertising identity and addressability
Understand what advertising identity can identify, when an audience is addressable, and how to check coverage, matching and privacy limits.
Vendor Due Diligence
Asking vendors to explain each technology fee
Ask an AdTech vendor to identify each fee’s service, calculation base and invoice evidence, then check what reports include.
Verification
Checking DSP reporting and data export capabilities
Validate DSP report fields, export routes, permissions, freshness and retention before relying on campaign data.
Vendor Due Diligence
Checking how vendors handle missing consent signals
A missing permission signal is not a blank cheque.
Vendor Due Diligence
Checking integration documentation before a vendor pilot
Review access, schemas, errors, quotas, versions and sample outputs before starting an AdTech vendor integration pilot.
Verification
Checking measurement support in a CTV ad stack
Assess CTV delivery, playback, viewability, invalid traffic and reach reporting by signal source, coverage and unknown counts.
Identity & Addressability
Checking the limits of cross-device identity claims
Audit cross-device identity claims by identity level, inventory coverage, graph quality, platform permissions and reporting gaps.
Platform Comparisons
Comparing advertiser and publisher ad servers
Compare who selects the placement, who delivers creative and how to assign tagging and reporting responsibilities.
Identity & Addressability
Comparing deterministic and probabilistic audience matching
Compare direct and inferred audience matches using eligibility, match coverage, validation quality and the cost of wrong links.
Supply Chain
Comparing direct and indirect inventory access
Compare direct and indirect access to the same publisher inventory by checking what each route actually offers.
Platform Comparisons
Comparing dynamic creative systems with ordinary ad serving
Compare what ordinary ad serving and dynamic creative each select, control and report before choosing a workflow for ad variations.
Platform Comparisons
Comparing managed-service and self-service DSPs
Compare DSP operating models by campaign control, workload, reporting access and service accountability.
Platform Comparisons
Comparing retail ad servers and marketplace monetisation tools
Compare Kevel, Criteo Commerce Yield and Microsoft Retail Media by serving, buyer access, catalogue and reporting needs.
Verification
Comparing verification coverage across formats
Use a metric-by-format matrix to compare ad verification coverage across web, apps and connected TV, including unknown results.
Supply Chain
Connected TV advertising infrastructure
Map a CTV ad stack from streaming break and bid request to insertion, playback and measurement, with practical checks for each handoff.
Supply Chain
Connecting product catalogues to sponsored listing systems
Plan item IDs, feed mappings, stock updates and checks for a retailer sponsored listing integration.
Identity & Addressability
Contextual targeting versus identity-based targeting
Compare contextual and identity-based targeting by the decision each can support, its coverage limits and the evidence to request.
Vendor Due Diligence
Creative management technology
Understand how creative management handles assets, dynamic templates, feeds, approvals and fallbacks, and when each approach suits a campaign.
Platform Comparisons
Demand-side advertising platforms compared
Compare DSPs by inventory access, operating model and reporting, with practical checks for Australian advertisers.
Verification
Distinguishing media costs from technology fees
Separate media cost, platform and service fees, agency charges and seller revenue without double-counting reported totals.
Verification
Distinguishing raw events from aggregated ad reports
Understand the grain and limits of event-level advertising records and grouped reports, and compare like with like.
Supply Chain
Documenting ad server redirect chains
Record creative, click and VAST handoffs, including what browser traces cannot show, so partners can locate delivery failures.
Vendor Due Diligence
Documenting responsibility for advertising data requests
An advertising data request may reach the advertiser, publisher, consent provider or technology vendor.
Verification
Evaluating clean room results without overstating causation
Separate matched and attributed outcomes from incremental effects by checking populations, comparison design and uncertainty.
Supply Chain
Evaluating DSP inventory access
Check whether a DSP can buy the Australian publishers, deals and formats your campaign requires.
Identity & Addressability
Evaluating retailer-controlled audience access
Check segment definitions, advertiser permissions, activation destinations and Australian privacy review for retailer audiences.
Verification
Evaluating SSP reporting from a publisher's perspective
Evaluate SSP reports using event definitions, revenue basis, useful breakdowns and publisher-side reconciliation checks.
Supply Chain
Following an ad request from publisher to advertiser
Trace a programmatic ad request from a publisher’s placement to eligible buyers and identify where delivery can stop before an impression.
Supply Chain
Identifying resellers in an advertising supply path
Identify a reseller by following the account and payment relationships in the path, not by assuming that any unfamiliar company is suspicious.
Verification
Investigating duplicate ad requests in streaming inventory
Distinguish repeated CTV ad calls from pod slots, parallel supply routes, segment retries and duplicate beacons using an event trail.
Supply Chain
Investigating unexplained intermediaries in an ad report
An unfamiliar intermediary in an ad report is a reason to reconcile the supply path, not a conclusion that fraud occurred.
Vendor Due Diligence
Maintaining a technical inventory of an advertising stack
Record each advertising-system connection, its versions, field contract, owners and observable events so changes and incidents can be traced.
Supply Chain
Mapping a product feed into dynamic ad templates
Map item IDs, images, copy, prices and destinations into dynamic ad templates, then validate variants, defaults and publication.
Supply Chain
Mapping campaign data across advertising systems
Build a campaign-to-platform map using native IDs, dated relationships and report grain, then resolve uncertain joins.
Supply Chain
Mapping permission signals through the ad supply chain
A permission signal can change meaning as it passes from a site to an advertising platform and downstream partners.
Identity & Addressability
Planning a stable advertising data identifier
Define stable campaign, platform-object and source-event keys with clear namespaces, dated mappings and validation checks.
Vendor Due Diligence
Planning an exit from a critical advertising vendor
Map critical advertising dependencies, prepare a handover, stage a changeover and close data and access obligations.
Vendor Due Diligence
Planning version changes in an ad integration
Map release changes to fields, callbacks, partner support, acceptance cases and recovery conditions before an ad integration cutover.
Supply Chain
Preparing datasets for a clean room project
Define clean-room table grain, match keys, eligibility, duplicates and output requirements before loading data.
Supply Chain
Reading ads.txt and sellers.json together
Read ads.txt and sellers.json together to connect a publisher's authorisation with the identity behind a seller account.
Supply Chain
Reading an OpenRTB field without confusing it with a targeting rule
Use site.pagecat to see what an OpenRTB field describes and why it does not prove a buyer's campaign targeting rule.
Verification
Reviewing brand-suitability classifications
Review content labels, taxonomy versions, adjacency and unknown cases before turning brand-suitability classifications into buying rules.
Vendor Due Diligence
Reviewing data portability in an AdTech contract
Specify the AdTech records, formats, rights and handover timing needed to make a contract’s export promise usable.
Verification
Reviewing retailer measurement data flows
Trace retail ad events to sales reports, check attribution settings and distinguish credited sales from incremental effects.
Supply Chain
Supply-path transparency
Use ads.txt, sellers.json and SupplyChain data to understand who sells an ad opportunity and investigate uncertain routes.
Supply Chain
Supply-side platforms and publisher monetisation
Understand how SSP demand, auction controls and reporting affect publisher monetisation, and what to check when choosing a setup.
Vendor Due Diligence
Testing a creative tag before trafficking
Check rendering, tracking, clicks and format compatibility on the final tag before publisher trafficking.
Verification
Testing discrepancies between connected advertising systems
Trace an AdTech integration discrepancy by aligning event definitions, IDs, routes, dates and configuration versions.
Verification
Testing fallbacks when a creative feed is unavailable
Test source-feed outages, failed updates, unmatched rows and missing assets separately, then verify default content and ad-server fallbacks.
Supply Chain
Understanding a publisher's auction configuration
Trace a publisher’s auction configuration across eligibility, deal types, floors, timeouts and final ad selection.
Verification
Understanding ad serving discrepancies between systems
Align ad-server reports, identify where counts separate and investigate tags and tracking without assuming a universal tolerance.
Supply Chain
Understanding server-side ad insertion in streaming
Follow an SSAI ad break from marker and ad decision to manifest, playback and beacons, with the key integration questions to ask.
Supply Chain
Understanding the advertising technology supply chain
Map publisher, ad server, SSP, DSP and advertiser roles, then distinguish bidding, ad delivery and costs in a programmatic web route.
Supply Chain
Versioning creative assets across an ad stack
Track creative files, feeds, profiles and ad-server assignments as one release so updates and rollbacks are explainable.
Verification
Viewability measurement versus ad fraud detection
Learn what viewability and invalid-traffic checks each measure, how their denominators differ and what a result can support.
Verification
What a clean room can and cannot reveal
See what clean-room outputs establish, how disclosure controls differ and which populations remain unknown.
Platform Comparisons
What an ad server, DSP and SSP each do
Compare the decisions made by publisher ad servers, DSPs and SSPs, including why an SSP auction win may not become a served ad.