Ad Tech Doesn't Just Have A Transparency Problem. It Has A Courage Problem | AdExchanger

"Of multiple executives asked to comment on this seismic shift, most hid behind anonymity, signaling a troubling lack of boldness. It's a pattern we've seen play out countless times. Senior executives who position themselves as industry leaders on stage, in podcasts and on social media consistently retreat to anonymity when their views might challenge powerful platforms. This timidity only serves the big platforms."

"We work in a highly polarized industry where our methods of tackling fraud and providing transparency are shaped by conflicting and self-interested business models . And the industry leaders who loudly and publicly advocate for their interests seem to be winning the day. When The Trade Desk CEO Jeff Green labeled all SSPs as "resellers" in October, outrage ensued, and the industry response was telling. But not in the way one would hope."

"Favoring the bold Index Exchange's Andrew Casale demonstrated what actual industry leadership looks like by publicly calling The Trade Desk's characterization of SSPs "ignorant." His willingness to attach his name to a controversial position proves that executives can speak openly without inviting commercial catastrophe. Meanwhile, lower-level ad tech execs and even rank-and-file employees should also be willing to speak up on behalf of their interests."

The ad tech industry is highly polarized, with fraud prevention and transparency shaped by conflicting, self-interested business models. Public advocacy by powerful companies frequently dictates the narrative and outcomes. Many senior executives publicly position themselves as leaders but retreat to anonymity when facing powerful platforms, enabling market concentration and reducing accountability. A minority of executives who speak openly demonstrate that named pushback is possible without commercial disaster. Employees at all levels should be willing to defend their business models, and executives must set the example to preserve transparency and robust industry debate.

Read at AdExchanger