Kroll's research found roughly $20 billion wasted annually in the programmatic supply chain, much of it going to low-quality websites focused on arbitrage.
CMOs are incentivized by maintaining budgets, leading to a focus on low-cost impressions rather than quality; the inability to measure ROI further perpetuates this cycle.
Transparency in the supply chain is essential for buyers to make informed decisions, prompting a need for better quality information from publishers and ad tech vendors.
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