Category: In the News

In an era when the major internet platforms’ share of advertising spend looks set to increase, and no media plan is (seemingly) complete without the slightest hint of AI, there’s a growing curiosity to probe what goes on inside those black boxes among advertisers.

And away from the headline-grabbing platforms such as Google’s Performance Max, Meta’s Advantage+, or Amazon’s Performance+, growing attention is also being paid to the veracity of more established third-party measurement programs, the two most prominent of which, on YouTube and Meta, are now more than a decade old.

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The open internet didn’t grow opaque because of a single bad actor or decision. Marketers chased cheap scale, and the ecosystem expanded around that demand. New intermediaries, auction layers and resellers piled on, creating complexity that no one fully intended. Even earnest transparency pushes on the demand side were diluted as the sell side sprawled into a maze of MFA inventory and supply routes no one could reliably audit. 

That blend of incentives and structural sprawl is now showing cracks. The strain was evident at this week’s Digiday Programmatic Marketing Summit in New Orleans, where agency execs said the industry is shifting back toward a renewed transparency push driven as much by day-to-day operational pressure as by principle. 

And the problems aren’t confined to a single link in the chain. 

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