An online advertising marketplace comprises buyers and sellers, each with their intermediaries. A transaction is documented by a SupplyChain object, which includes a set of entities involved in the transaction. As presently drafted, the Interactive Advertising Bureau (IAB) standard that specifies the SupplyChain object is susceptible to tampering. For example, an entry in the SupplyChain object can be changed to falsely imply the involvement of a reputed player. Conversely, an item in the SupplyChain object can be changed to excise the involvement of other intermediaries. Per the techniques of this disclosure, a market player or intermediary in a transaction digitally signs their entry in the SupplyChain object. The SupplyChain object is thereby authenticated, intermediaries in a transaction are verified as genuine, and parties to a transaction enjoy higher levels of trust.

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