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.
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. Advertisers 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.