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COLOGNE, GERMANY—After years of relying on programmatic pipes and technology to handle digital advertising, complexities and growing concerns about ads appearing alongside controversial content means ad-tech companies need to form trust with marketers.
“The biggest single issue is trust, trust across the supply chain,” said Andrew Casale, president and CEO of Index Exchange. “People want to understand what’s happening with each transaction—Where are the taxes? Where does the dollar go?—and they want to know that they can trust programmatic.”