'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 paid.
Confirm that you (and your holding company) have no financial interest in any of these players.
Understand whether you (or your holding company) has any overarching deal with any of these players, and if so, how does it affect my activity?
Quantify the benefit that each player brings me. Is it (for example) more audience reach, more frequency, the opportunity for customisation of the message, a reassurance as to the quality of sites, a reassurance as to how my message will be received, a history of site responsiveness?
Decide which are indispensable / nice-to-have / un-necessary to the success of my campaign.'
