"It is arguably this dynamic that has denoted 2017 in the evolution of adtech, or the 'transparency debate.' Besides the brand safety question raised to much opprobrium earlier in the year, 2017's transparency debate has largely centered on 'take rates', aka the 'adtech tax', which refers to the money charged by each player in the programmatic supply chain throughout the course of a campaign."
"Speaking with The Drum, he points out that Procter & Gamble's (P&G) recent cull of $140m in digital ad spend was not solely down to programmatic players, this also applied to the industry's 'duopoly', and argues that this is down to the lack of clarity over whether or not there's good economics throughout the whole chain."
"Part of my idea is to say these are problems in the current state of programmatic, and if we don't resolve them, then we're going to struggle to grow [as an industry],"
Adtech transparency issues have intensified with automated media trading, raising questions about who captures value across programmatic transactions. Marketers face rising pressure to demonstrate ROI on media spend, prompting procurement teams at major advertisers to scrutinize adtech economics and fees. The 2017 transparency debate centered on take rates, or the 'adtech tax', meaning the fees charged by each player in the programmatic supply chain during campaigns, and was amplified by publisher disputes and advertiser budget cuts. Industry leaders contend that existing technology and collective will can address these problems, but coordinated action is required to clarify economics and enable industry growth.
Read at The Drum
Unable to calculate read time
Collection
[
|
...
]