Reducing the number of middlemen in the ad tech supply chain could lead to benefits for both publishers and advertisers . A bigger slice of the pie could be invested in creating an enhanced user experience, which ultimately could maximize revenue. Currently more than half of publishers ' budget goes on ad tech costs , but as the industry looks for greater transparency , analysts have said there are savings to be made . Publishers eliminating " unaccountable " middlemen could reduce the number of bad ads and improve the user experience , while publishers ditching operators that did not deliver value could have the same ripple effect , leading to greater monetisation .
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 publishers ' budget goes on ad tech costs , but as the industry looks for greater transparency , analysts have said there are savings to be made . Publishers eliminating " unaccountable " middlemen could reduce the number of bad ads and improve the user experience , while publishers ditching operators that did not deliver value could have the same ripple effect , leading to greater monetisation .