Myth: You're buying native inventory directly from the publisher.

Myth: You're buying native inventory directly from the publisher.
Wrong. Your bid usually passes through 3-5 resellers, each skimming, each adding fraud surface. Decode the path:
— Pull the sellers.json for the domain and count authorized vs reseller entries
— Check your DSP's supply-path report for hop count per impression
— Flag any impression resold by more than 2 intermediaries
— Compare cost of the same inventory via direct vs the daisy chain — often 40% spread
— Demand schain transparency; refuse opaque supply
— Consolidate spend onto the shortest verified path
Supposedly more supply paths mean more reach and better prices. They mean more middlemen and more places fraud hides. Every hop is a tax and a blind spot. Why are you paying five people to deliver one ad?