The Supply Chain & Foundations initiative is focused on enabling programmatic buying and selling of ad inventory at scale. And while most people think of this pillar as OpenRTB, it encompasses much more, including but not limited to ads.txt/app-ads.txt, sellers.json, and IAB Tech Lab Taxonomies.

The objective of the working groups, specifications and thought leadership in this area serves to point the industry in a direction that will facilitate transactions with consistency, efficiency, and transparency.