9 vendors
Vendor
A vendor is a company the marketing operation buys media, data or services from.
What you can do with a vendor
Its vendors— 9
- GoogleSearch and advertising vendor: search, display, video and analytics inventory.
- YouTubeVideo inventory and creator platform, bought through Google's ad systems.
- MetaSocial inventory across its family of apps.
- LinkedInProfessional social inventory for business-development audiences.
- AmazonRetail media and streaming inventory.
- AdobeAnalytics, tagging and experience-cloud vendor.
- SalesforceCRM, marketing automation and customer-data vendor.
- TwilioProgrammable messaging vendor behind the SMS channel.
- BrightEdgeEnterprise search-visibility vendor.
Why it matters
What goes wrong without it, as the commitments that license this kind say it, each standing on its sources.
- Delivery custody is a named chain, not one vendor fieldReaching someone involves several parties, and a single vendor field forces four questions into one answer: the manner of reaching them, the place it happens, the system that acts there, and who is accountable for it. The advertising industry built supply-chain disclosure precisely because an unstated intermediary is where accountability disappears.
sellers.json and the OpenRTB SupplyChain object · PROV-O: The PROV Ontology