Reducing the number of middlemen in the ad tech supply chain could lead to benefits for both publishers and advertisers. The ad-tech tax can only be abused if both sellers and buyers allow a veil of secrecy to reign over the marketplace. Currently more than half of clients' budget goes on ad tech costs, but as the industry aims for greater transparency, analysts have said there are savings to be made. The new rules will also allow advertisers to target ads based on a user's browsing history, which is already allowed under current rules.
Reducing the number of middlemen in the ad tech supply chain could lead to benefits for both publishers and advertisers. Currently more than half of clients' budget goes on ad tech costs, but as the industry aims for greater transparency, analysts have said there are savings to be made. The new rules will also allow advertisers to target ads based on a user's browsing history, which is already allowed under current rules.