"This feels like yet another thing that publishers are being saddled with the custody and are unilaterally being the responsible party to solve [the problem] when, frankly, we've been put in this position by the nature of the programmatic ecosystem," said a programmatic revenue exec at a media company who spoke on the condition of anonymity.
"Suddenly, [the industry] made this the biggest issue, but right now it feels more like a negotiation tactic than anything else," said a second publishing exec during an anonymous roundtable discussion.
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