Glossary
Supply Chain Object
An OpenRTB bid-request object that represents every intermediary a specific impression passed through, from publisher to buyer.
Definition
An OpenRTB bid-request object that represents every intermediary a specific impression passed through, from publisher to buyer.
Why it matters
Schain is what makes supply-path transparency and SPO possible in practice, not just a stated principle.
Key consideration
Each intermediary appears as a "node" containing an advertising-system identifier (asi) and seller ID (sid), chained in the order payment flows.
Related terms
Practitioner notes
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