November 23, 2024

Programmatic

In a world where nearly everyone is always online, there is no offline.

The Ad-Tech Industry Takes Aim at Its Unloved Middlemen

Programmatic’s “unknown delta”–the recent finding that 15% of ad spend seems to vanish into the ether–has sparked efforts to shine a light on ad tech’s opaque supply chain. That is translating into added scrutiny of redundant middlemen and fraudsters alike. In a recent “directness test,” sell-side platform (SSP) TripleLift found that cutting out an intermediary…
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