The ongoing cycle of outrage following reports by watchdogs like Adalytics indicates that accountability in the digital advertising industry remains a distant goal. Despite discussions around transparency, real improvements are not being made, creating a sense of stagnation akin to the repetitiveness of Groundhog Day.
The current structure of the programmatic open marketplace primarily benefits ad tech companies and media agencies rather than advertisers, audiences, or media owners. This structure is beyond simple fixes; comprehensive rebuilding is essential to create a system that truly serves all stakeholders.
While there has been a significant shift in understanding the necessity of quality and transparency within the industry, thanks in part to privacy regulations, this change has not been adequately mirrored in actual improvements in accountability or quality. The entrenched business models continue to hinder significant progress.
The repeated cycle of reports highlighting transparency issues often leads to outrage but little action. Unless the industry confronts the deeper issues within its business models and operations, it will continue to see similar reports emerge without substantive change.
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