Programmatic’s “unknown delta”—the recent finding that 15% of ad spend seems to vanish into the ether—has sparked efforts to shine a light on ad tech’s opaque supply chain. That is translating into added scrutiny of redundant middlemen and fraudsters alike.
In a recent “directness test,” sell-side platform (SSP) TripleLift found that cutting out an intermediary shaved 28% off the advertiser’s CPM costs, according to results shared with Adweek. The test examined the same ad campaigns with and without a reseller.
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