Mission Statement

Introduction

We are launching the Advertisers and Publishers Transparency Initiative (APTI), a general incorporated association aimed at improving transparency and health in internet advertising, where advertisers and publishers support each other while deepening their own practices.

Members are nicknamed "schain-ers". This name is inspired by OpenRTB's SupplyChain Object (schain), representing practitioners who support the legitimacy and reliability of advertising transactions.

Background

As automated advertising trading becomes mainstream, technical initiatives such as ads.txt, sellers.json, and SupplyChain Object (schain) are advancing.

However, challenges remain at the operational level:

  • ads.txt description errors and neglect
  • Inconsistencies with sellers.json and outdated information
  • Information gaps between publishers and advertisers
  • Difficulty for advertisers to identify appropriate placement destinations and trusted partners

Solving these issues requires practice and dialogue from both advertisers and publishers.

Our Purpose

APTI is a platform to support advertisers and publishers working together on equal footing to build a transparent advertising supply chain. We also welcome technology providers, agencies, and third-party organizations to participate in a supportive capacity.

Through our activities, we will advance practices centered on the following three pillars.

Three Pillars of Activity

1. Information Sharing and Visualization

  • Sharing operational know-how for ads.txt / sellers.json / schain
  • Introducing best practices for certified buyer and advertiser domain management
  • Investigating, translating, and summarizing domestic and international regulatory trends
  • Providing analysis reports and visualization tools

2. Mutual Support and Practice Building

  • Workshops and hands-on sessions bringing company challenges together
  • Cross-reviews and mutual checks between publishers and advertisers
  • Small-scale PoCs and transparency improvement pilot projects
  • Support for implementing external audits and verification processes

3. Building Connections and Trust

  • Creating spaces for dialogue and experience sharing among field practitioners
  • Supporting knowledge sharing and rule development from a neutral standpoint
  • Collaborating with overseas organizations and certification bodies
  • Issuing joint statements raising issues and proposing improvements

Our Approach

  • Operating as a general incorporated association without profit motive
  • However, for sustainable operations, we will implement appropriate compensation and cost sharing as needed
  • The founding group will organize and support spaces where participants can interact and practice with confidence

Benefits of Participation

  • Establish your position as a co-creator of a transparent advertising ecosystem
  • Establishing and providing tools to facilitate smooth communication between advertisers and publishers
  • Implement improvements that would be difficult to achieve alone, with mutual support
  • Strengthen internal and external credibility and accountability
  • Stay current with the latest regulations, technologies, and best practices at a practical level

Conclusion

The health and transparency of the advertising supply chain cannot be achieved by a few players alone.

It is essential for advertisers and publishers to support each other and build networks of trust. APTI welcomes collaboration across fields and positions as a first step toward this goal.

Join us in creating a better future for advertising.

Founding Members

  • Go Sugihara
  • Hiroshi Hayashi
  • Hiroshi Ikeda
  • Mitsunaga Kikuchi
  • Yoshihiko Miyaichi