‘A proverbial black box’: Open-exchange auctions have a transparency problem

by Yuyu Chen
Supply-side platforms are like the Bermuda Triangle of programmatic, where money mysteriously disappears. The Guardian sued ad tech firm Rubicon Project last month, alleging the exchange didn’t disclose fees it charged advertisers seeking to buy the publisher’s inventory. This case shed light on two big transparency issues on the supply side: It is unclear to a demand-side pla ...Read the full article