Media industry
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5 days agoWho Needs 'Corrosive Intermediaries' Anyway? | AdExchanger
Publishers face significant challenges but can innovate to improve their position in the programmatic supply chain.
When sustainable advertising startup Scope3 launched in early 2022, the carbon footprint of digital advertising quickly became an ad tech talking point. One of the company's co-founders, Brian O'Kelley, is often called the " godfather of ad tech," so his ideas tend to set the industry's agenda. The original thesis centered on the notion that measuring the emissions volume of online ads is the first step toward taking action to reduce them.
"The more open we are, the greater the likelihood that we're gonna unearth matches or opportunities," said John Koenigsberg, emphasizing the value of transparency in attracting tech partners.