Tagging Infrastructure

Supply-Side Platform uses Site Tagging Provider to tag the Sites that remain under its control. Similarly, Demand-Side Platform uses Creative Tagging Provider to tag the Creatives that remain under its control.

Here is the business justification for tagging:

• Tagging is needed by Supply-Side Platform to be able to properly define its Supply-Side Inventory. It’s up to Supply-Side Platform to choose the appropriate Site Tagging Provider service, but this choice should be acceptable for all Demand-Side Platforms a given Supply-Side Platform intends to cooperate with.

• Similarly, tagging is needed by Demand-Side Platform to be able to properly define its Demand-Side Inventory. It’s up to Demand-Side Platform to choose the appropriate Creative Tagging Provider service, but this choice should be acceptable for all Supply-Side Platforms a given Demand-Side Platform intends to cooperate with.

When queried, both Site Tagging Provider and Creative Tagging Provider should sign their responses with private keys, so that the tags assigned to Sites or Creatives remain cryptographically verifiable. This way there is no need to invoke the same query multiple times, as long as Supply-Side Platform trusts Creative Tagging Provider service chosen by Demand-Side Platform, or Demand-Side Platform trusts Site Tagging Provider service chosen by Supply-Side Platform.