If You Want Ad Transparency, Stop Playing the Blame Game

It's the only way to move forward

A person holding a hand with an index finger pointed at another person
Buyers and sellers must rise above the fray by demanding that intermediaries meet their terms. Getty Images

With an estimated one-third of the U.S. programmatic display ad spend going to the so-called ad tax, the need for transparency is obvious. But a feud over two new IAB tools—sellers.json and OpenRTB SupplyChain object—underscores why transparency will never be possible as long as the industry perpetuates the intermediary blame game.

@NYIAXInc Ben Feldman is svp strategy and innovation at NYIAX.