The need for a solution is growing as junk publishers tarnish the reputation of the open internet. The Trade Desk is shifting focus to a 'premium internet' to dissociate from MFA issues, emphasizing the necessity of an industry-wide change.
Buyers fuel the MFA supply chain by chasing cheap audience reach, often neglecting the long-term value. Ad tech companies profit, while some publishers exploit the system. Advertisers play a pivotal role in urgently reforming practices to break the cycle.
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