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Adweek
Sep 20, 2021
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Industry leaders like The Trade Desk giddyup to bring transparency, efficiency and accountability to the ecosystem
A virtual Wild West is an apt description for programmatic advertising. Or at least it was.
No one can deny that in the rush to claim premium inventory, rates and eyeballs, the industry made up rules as it went along, capitalizing on pockets of value. This is true of any new marketplace; technology and demand move faster than the ability to understand or police it. Transparency and efficiency took a back seat to FOMO as marketers, publishers and those in the middle saw new opportunities to stake undiscovered lands.
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