For 22 years, I have worked on the buy side—across agencies, brands and now at their intersection—helping buyers navigate ad tech and helping ad tech understand buyers.
This past year, I have found a clear common cause: buyers are exhausted. They spend too much time tracking changes, managing campaign and budget risk and reverse-engineering charges. Now, this frustration is becoming an operating cost that takes time away from performance.
That burden should not sit with buyers. Platforms built the systems, and only platforms can fully explain how they set the price.
Amazon’s auction black box
The ad industry’s latest dustup over auction transparency was kicked off by the Federal Trade Commission announcing a new lawsuit against Amazon last week.
