IAB Tech Lab Proposes SupplyChain v1.1 to Enhance Programmatic Transparency

Event summary

  • IAB Tech Lab announced SupplyChain v1.1, an upgrade to the OpenRTB SupplyChain Object (schain) to improve transparency in programmatic advertising.
  • The update expands schain beyond financial participants to include entities with technical custody of bid requests, such as Prebid, ad servers, and SSAI platforms.
  • Public comment period for SupplyChain v1.1 is open until August 21, 2026.
  • Industry leaders from Amazon Ads, Raptive, The Trade Desk, and Jounce Media have expressed strong support for the proposed changes.

The big picture

The proposed SupplyChain v1.1 upgrade addresses long-standing concerns about opacity in programmatic advertising by providing a more complete view of both commercial and technical participation in bid requests. This move is part of a broader industry shift toward greater transparency and accountability, which is critical for sustaining advertiser confidence and investment in the open internet. The update reflects months of collaboration among key players across the buy side, sell side, and infrastructure layers, underscoring its strategic importance.

What we're watching

Adoption Pace
The pace at which SSPs and DSPs will coordinate staged testing and progressively scale SupplyChain v1.1 traffic.
Industry Impact
How the expanded schain will affect supply-path optimization, reduce duplicative bid requests, and improve advertiser trust in the open internet.
Regulatory Alignment
Whether the enhanced transparency measures will align with or anticipate future regulatory requirements for programmatic advertising.