We provide multiple options for handling Supply Chain Objects (sChain), ensuring flexibility in how ad requests pass through the ecosystem. The platform appends, overrides, or removes supply chain data based on the selected configuration.
The Channel Settings tab includes the Schain Object Behavior selector, allowing you to configure the schain object in outbound ad requests.
Schain Object Behavior Options
Indicue provides five options for handling the supply chain:
- Append to supply chain
- Append to supply chain (completed)
- Override supply chain
- Pass schain without changes
- Do not pass supply chain
Upon selecting Append, Append (completed), or Override, four additional fields will appear:
Required and Optional Fields
- asi (required) – The advertising system identifier, which is the canonical domain name of the SSP, Exchange, Header Wrapper, etc., that bidders connect to. This should match the value in the ads.txt file, if available. This field cannot be left blank.
- sid (optional) – The seller ID associated with the advertising system. If left blank, Indicue will use the channel ID as the sid.
- domain (optional) – The business domain name of the entity represented by this node. Should not be included if it exists in the sellers.json file.
- name (optional) – The legal name of the company receiving payment for inventory under the given seller ID. Should not be included if it exists in the sellers.json file.
Schain Behavior Details
1. Append to Supply Chain
The Advertising System Identifier (asi) and Supply Chain Identifier (sid) is appended to calls from sources at the end of the supply chain.
How It Works:
- If no sChain data is present in the inbound request → The sChain from your Channel settings or the Override list per campaign is added, setting
"complete": 0. - If
"complete": 0is present in the inbound request →"complete": 0is preserved while appending your sChain. - If
"complete": 1is present in the inbound request →"complete": 1is preserved while appending your sChain.
Use Case:
- Expanding Transparency Without Overriding Original Data
A SSP (Supply-Side Platform) receives bid requests from multiple publishers. The sChain object includes intermediaries but lacks the final buyer’s asi and sid. By appending to the supply chain, identifiers will be added at the end, preserving the original chain without altering its integrity.
2. Append to Supply Chain (Complete)
This mode is similar to "Append to Supply Chain," but the system does not inherit the "complete" status from the inbound schain. Instead, it always sends the schain with the "complete" status.
Use Case:
- Ensuring a Complete and Transparent Supply Chain
A publisher’s ad request does not include an sChain object. Without an sChain, DSPs (Demand-Side Platforms) may reject the request due to lack of transparency. With this setting, a valid sChain is generated and completion is ensured, improving trust and eligibility for programmatic buyers.
3. Override Supply Chain
We replace the existing supply chain and set your asi and sid as the initiator while marking the sChain object as complete.
Use Case:
- Forcing a Verified and Controlled Supply Chain
A CTV publisher uses multiple resellers, but their incoming bid requests contain incomplete or unreliable sChain data. By overriding the supply chain, we ensure that all requests originate from a verified source, reducing fraud risk and increasing DSP confidence in bid traffic.
4. Do Not Pass Supply Chain
We remove the supply chain from the request entirely and does not pass it forward.
Use Case:
- Ensuring Privacy or Managing Direct Deals
A private marketplace (PMP) deal is being executed, where the publisher does not want to expose intermediaries in the supply chain. By selecting Do Not Pass Supply Chain, the sChain is removed from the request, ensuring that no external buyers see the previous hops.
Choosing the Right Supply Chain Mode
| Mode | What It Does | Best Use Case |
|---|---|---|
| Append to Supply Chain | Adds the system's asi and sid at the end, preserving existing chain; inherits complete status from inbound ad request | Maintain transparency while keeping original sChain intact |
| Append to Supply Chain (Complete) | Adds the system's asi and sid at the end, preserving existing chain; marks sChain as complete | Maintain transparency while keeping original sChain intact with complete status |
| Override Supply Chain | Replaces the entire sChain with the system’s data | Enforce strict verification and avoid intermediary issues |
| Do Not Pass Supply Chain | Removes the sChain entirely | Protect private deals or prevent unnecessary exposure |
Override Lists and Priority
You can configure a specific schain sid and asi at the campaign level using the override lists (Schain SID, Schain ASI). However, please note the following:
- Override lists apply only when Append, Append (completed), or Override behaviors are selected in Channel settings.
- If both Channel settings and campaign-level override lists are configured, the override list takes higher priority.