By Tom Shields, Chief Strategy Officer, AppNexus
Why is transparency important in the programmatic supply chain? I get this question a lot.
Recently, I delivered a keynote on radical transparency at the Programmatic Summit in Sydney. The session went well—until my chosen subject was quickly dismissed by the very next speaker.
The session that followed questioned the emphasis on transparency in the programmatic supply chain. In summary, the speaker said: “We don’t have transparency into the cost of sugar in a can of soda, so why should we care about how much the end publisher gets when we buy an ad campaign?”
On the surface, this may seem like a reasonable question. That being said, buying a can of soda is not the same as buying a programmatic ad campaign. Here are five reasons why transparency is more important in the programmatic supply chain than the other.
Read More at The Original Article: digiday.com
