Publisher and advertisers bemoan the proverbial ad tech tax that skims off one-fifth of ad spending, by a GroupM estimate. But transparency has given advertisers and publishers a clearer view into how the programmatic supply chain works, allowing them to hack away at hidden ad tech fees and more clearly assess ad tech’s value.

“The ad tech tax has gotten a bad rap. Our responsibility is to figure out where the ad tech tax, or incremental fee, is warranted,” says Liane Nadeau, vp and director of programmatic media at Digitas.

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