The Open Licensing Standard for AI Crawlers – Giving publishers a voice and AI a smarter path forward — beyond scraping vs. paywalls to balanced collaboration https://peekthenpay.org/#how-it-works expect one of these new standards per month for the next months.

How AI internet scraping is evolving, current techniques used :
– Direct HTTP Crawlers (Traditional Crawlers) : GPTBot, ClaudeBot, Meta-ExternalAgent, Google-Extended, Bytespider, Amazonbot, Applebot-Extended, CCBot
– Cloud Browser Infrastructure (Browser-as-a-Service) : Browserbase, Hyperbrowser
– Web Scraping & Data Extraction Platforms : Firecrawl, Apify, Zyte
– Browser-driven web agents : Comet (Perplexity), Dia (The Browser Company)
– Real-Time Fetchers (On-Demand) : ChatGPT-User, OAI-SearchBot, Claude-User, Perplexity-User

Tollbit state of the bots : https://tollbit.com/bots/25q2/

Really simple licencing : The open content licensing standard
for the AI-first Internet https://rslstandard.org/

Vibe Coding Without System Design is a Trap : https://www.focusedchaos.co/p/vibe-coding-without-system-design-is-a-trap

SUPPLY SIDE (Sell Side) – Actor Tables

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1. PUBLISHERS

Attribute	Details
Actor	Publisher (Content Owner)
Role	Create content and audiences; provide advertising inventory (impressions)
Goal	Maximize revenue per page view (RPM/CPM); balance UX with monetization
Top 5 Companies	Google (YouTube), Meta, Amazon, News Corp, Condé Nast
Business Model	Ad revenue (CPM/CPC/CPA share), subscriptions, hybrid. Typically keep 60-80% of programmatic revenue after tech fees
Software Components	CMS (WordPress, Drupal), audience development tools, DMP/CDP for 1st party data, consent management

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2. PUBLISHER AD SERVER

Attribute	Details
Actor	Publisher-Side Ad Server
Role	Manage, prioritize, and deliver ads across direct-sold and programmatic demand sources
Goal	Maximize yield by selecting the highest-paying ad for each impression; enforce business rules
Top 5 Companies	Google Ad Manager (GAM), Xandr Monetize, Kevel (self-serve), Smart AdServer, Equativ
Business Model	CPM-based serving fees (GAM free tier, then volume-based); SaaS subscription for smaller players
Software Components	Commercial: Google Ad Manager, Xandr, Equativ, Smart. Open Source: Revive Adserver (legacy). Modules: Trafficking UI, ad decisioning engine, forecasting, reporting, unified auction

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3. HEADER BIDDING WRAPPER / PREBID

Attribute	Details
Actor	Header Bidding Wrapper
Role	Run parallel auctions across multiple SSPs before calling the ad server; maximize competition
Goal	Increase publisher yield by enabling simultaneous bidding; reduce SSP monopoly power
Top 5 Companies	Prebid.org (standard), Amazon TAM/UAM, Google Open Bidding, Index Exchange Wrapper, PubMatic OpenWrap
Business Model	Prebid.js is free/open-source. Managed services charge fees or require using their SSP. Prebid Server hosts charge tech fees
Software Components	Open Source: Prebid.js (client), Prebid Server (server-to-server). Commercial wrappers: TAM, OpenBidding. Modules: Adapters (per SSP), currency conversion, consent modules, analytics adapters, user ID modules

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4. PUBLISHER MONETIZATION PLATFORM

Attribute	Details
Actor	Monetization Platform / Yield Management
Role	Manage entire programmatic stack for publishers: header bidding, SSP connections, floor optimization
Goal	Simplify complexity; optimize yield across all demand sources; provide analytics
Top 5 Companies	Freestar, Mediavine, Raptive (formerly AdThrive), Snigel, Playwire
Business Model	Revenue share (15-30% of programmatic revenue); some charge flat fees for enterprise
Software Components	Commercial: Freestar, Mediavine, Snigel, MonetizeMore, Setupad. Modules: Prebid.js management, floor price optimization (ML-based), layout optimization, A/B testing, reporting dashboard, GAM integration

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5. SUPPLY-SIDE PLATFORM (SSP)

Attribute	Details
Actor	SSP (Supply-Side Platform)
Role	Connect publisher inventory to programmatic demand (DSPs); run auctions; optimize yield
Goal	Maximize publisher revenue; maintain demand relationships; provide transparency
Top 5 Companies	Google AdX, Magnite (Rubicon + Telaria), PubMatic, Index Exchange, OpenX
Business Model	Take rate (5-20% of transaction); platform fees; some offer SaaS pricing
Software Components	Commercial: Magnite, PubMatic, Index Exchange, OpenX, TripleLift. Open Source: None fully featured. Modules: RTB auction engine, bid request generation (OpenRTB), yield optimization, private marketplace (PMP) management, supply path optimization

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6. AD EXCHANGE

Attribute	Details
Actor	Ad Exchange
Role	Neutral marketplace connecting multiple SSPs and DSPs; facilitate real-time auctions
Goal	Maximize liquidity; enable price discovery; provide transaction infrastructure
Top 5 Companies	Google AdX (dominant), Xandr (Microsoft), Magnite, OpenX, Smaato (Verve Group)
Business Model	Transaction fee (often bundled with SSP); typically 10-20%
Software Components	RTB auction engine, QPS infrastructure, fraud filtering, OpenRTB/oRTB 2.6 compliance, deal management. Note: Exchange vs SSP distinction has blurred; most SSPs function as exchanges

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7. CONSENT MANAGEMENT PLATFORM (CMP)

Attribute	Details
Actor	CMP (Consent Management Platform)
Role	Collect, store, and signal user privacy consent for GDPR/CCPA/GPP compliance
Goal	Ensure legal compliance; maximize consent rates; pass signals through supply chain
Top 5 Companies	OneTrust, Cookiebot (Usercentrics), TrustArc, Quantcast Choice, Didomi
Business Model	SaaS subscription (based on page views or domains); free tier common for basic use
Software Components	Commercial: OneTrust, Cookiebot, Sourcepoint, Didomi. Open Source: Klaro, Osano (limited). Standards: IAB TCF 2.2, GPP (Global Privacy Platform), USPrivacy string. Modules: Consent UI, preference center, signal propagation (via Prebid CMP module)

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8. IDENTITY SOLUTIONS (Cross-Ecosystem)

Attribute	Details
Actor	Identity Provider
Role	Provide persistent user identifiers for targeting/measurement in a post-cookie world
Goal	Enable addressability across domains/devices; replace 3rd party cookies
Top 5 Companies	LiveRamp (RampID), The Trade Desk (UID2), ID5, Criteo (CORE ID), Lotame (Panorama ID)
Business Model	CPM-based resolution fees; licensing; bundled with other services
Software Components	Commercial: LiveRamp ATS, UID2, ID5. Open Standards: UID2 (open-source framework), SharedID. Modules: Identity graph, resolution API, Prebid User ID modules, first-party data onboarding

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9. VIDEO / CTV SPECIFIC

Attribute	Details
Actor	Video Ad Server / CTV Platform
Role	Serve and measure video ads (instream, outstream, CTV); handle VAST/VPAID
Goal	Deliver video ads with proper tracking; manage pods; measure completion rates
Top 5 Companies	Google Ad Manager (video), FreeWheel (Comcast), SpringServe, Magnite CTV, Innovid
Business Model	CPM-based serving fees (higher than display); SaaS subscription for ad servers
Software Components	Commercial: FreeWheel, SpringServe, Innovid. Standards: VAST 4.2, VPAID (deprecated), SIMID, OMID. Modules: Video player integration, pod management, server-side ad insertion (SSAI), frequency capping across screens