'If I was an advertiser, I would be asking my agency to help me:
Identify every player in the supply chain between me as advertiser and the end publisher.
Understand what each does, in layman's language.
Tabulate how much, how, and by whom each gets
isba (3)
'Groundbreaking study shines light on need for reform.
A call for far-reaching reform of the programmatic advertising supply chain has been made today, with the publication of a groundbreaking study by the Incorporated Society of British Advertisers
