In programmatic, the advertising industry has lost the value of direct relationships. The rapid expansion of the ecosystem resulted in a chaotic web of platforms and providers, with countless intermediaries between the brands who buy ad space and the publishers who sell it.
This paved the way for inefficiency, a lack of transparency, and the potential for questionable practices. An increase in inventory sources across the ecosystem exacerbated the situation, with duplication and overlap in publishers causing the volume of bid requests to skyrocket on the buy side.
