If You Want Ad Transparency, Stop Playing the Blame Game

With an estimated one-third of the U.S. programmatic display ad spend going to the so-called ad tax, the need for transparency is obvious. But a feud over two new IAB tools--sellers.json and OpenRTB SupplyChain object--underscores why transparency will never be possible as long as the industry perpetuates the intermediary blame game. While the dispute is...