Transactions can be carried out at different levels of transparency from blind all the way through to fully transparent URL. Publishers can also offer different buyers different levels of transparency. The following is a range of possible options:

-Top Level Domain (example: publisher.com news.publisher.com)

-Section Targeting (example: publisher.com/sports)

-Full URL (example: publisher.com/sports/NFL/Giants/article1235.html)

-Masked URL (example: www.publishermarketplace.com)

-Blind – No information is passed. Advertiser does not know where they are buying inventory