As ad tech consolidates, business models shift

by Yuyu Chen
Ad tech has been historically priced as percentage of media or a CPM model. This made sense for brands and agencies because they got used to purchasing ads based on awareness from TV, radio and print. But with ad fraud running wild and bot traffic wasting the industry billions of dollars, ad tech has to move from media-based pricing models to a performance-based or flat-fee model.Read the full article