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How does this system track RTB inventory if sold and resold?
The assumptions here are that Vindico is the ad server and rendering the ad via VPAID. The mechanism for gathering the Adtricity metrics would lie within the ad creative itself and track quality metrics no matter where the ad is routed. The only challenge would be if the rendered ad is serving into an iFrame and thus prevented from capturing domain level information - viewability measurement would not be hindered, however.
That is exactly my concern; while tracking verification for non i-Frame serving is helpful, usually those publishers are legit. It is when you start going programmatic where the verification breaks down.
Vindico is in 100% agreement. While viewability functioning in iframes provides 1 layer of transparency over how buys are being executed, the black hole is the iframe and the lack of visibility to the domain and page. It's a huge concern to us. That is why Adtricity is not limited to only viewability. By using the pixel, a panel and a crawler we provide a comprehensive view of how the ads are being executed.
Happy to connect with you to show you how this all works.