Ad-Tech Rigor Is Overdue, but the New Bill Has Its Problems

Critics say the bill is narrow in scope and could undermine user privacy

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Sunlight is the best disinfectant, right?

That seems to be the sentiment in Washington this week, when a bipartisan group of senators introduced the Competition and Transparency in Digital Advertising Act, which if passed, could bring transparency to the notoriously murky world of ad tech.

The bill would require companies that process more than $5 billion a year in ad-tech transactions to adhere to a “best interest duty” on behalf of their customers. That includes meeting new transparency requirements, such as requiring supply-side and demand-side platforms to provide detailed bidstream-level data to their customers—and share the compensation they receive for digital ad sales.



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