The Ad-Tech Industry Takes Aim at Its Unloved Middlemen

Programmatic's "unknown delta"--the recent finding that 15% of ad spend seems to vanish into the ether--has sparked efforts to shine a light on ad tech's opaque supply chain. That is translating into added scrutiny of redundant middlemen and fraudsters alike. In a recent "directness test," sell-side platform (SSP) TripleLift found that cutting out an intermediary...