Ad Platform Handbook

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Ad Platform HandbookStandards, Trust, and Web3

A practical guide to understanding modern ad platforms from OpenRTB and VAST to measurement, verification, reconciliation, implementation, and Trust · Web3 experiments.

Start with Fundamentals
Explore Standards
Explore Measurement
Explore Trust · Web3 Lab

Fundamentals

Start with the ecosystem, the roles of core participants, and the difference between ad requests and bid requests.

Standards

Learn shared protocols such as OpenRTB, ads.txt, app-ads.txt, and the core object structure behind auctions.

Delivery

Understand creative handoff, the adm field, and the runtime roles of SDKs, players, and tags.

Measurement · Verification · Reconciliation

Explore tracking, verification, discrepancy, reconciliation, and supply path transparency in current ad platform operations.

Channels

Compare how web, app, and CTV differ in runtime ownership, identifiers, and measurement logic.

Implementation

Connect the concepts to request, auction, delivery, and client-event logging patterns.

Trust · Web3 Lab

Revisit OpenRTB 3.0, SSI, blockchain, and provenance as later-stage experiments rather than baseline requirements.

Reference

Use lookup-style content for terminology, objects, fields, and other recurring definitions.

About This Site ​

This site is designed to improve practical understanding of ad platform architecture without exposing customer-specific or internal operational details.

  1. Start with the fundamentals.
  2. Move into standards and shared protocol structures.
  3. Continue into creative delivery and runtime rendering.
  4. Then expand into measurement, verification, reconciliation, and supply-path interpretation.
  5. Continue into channel differences and implementation patterns.
  6. Finally move into the Trust · Web3 lab and reference material.
  • Once you enter the documentation, the sidebar keeps all categories visible.
  • You can move across categories without returning to the homepage.
  • The GitHub repository remains available through the header icon, while homepage actions focus on learning paths.

Scope ​

  • Public, generalized knowledge only
  • No customer-specific implementation details
  • No production endpoints, credentials, or internal logs