Imagine paying £100 to buy a pair of shoes online. Now imagine paying another £150 for postage and packaging.
That is the state of the programmatic ad market today. Neither the buyer nor the seller has full view of where the money is going at either end and the numbers don’t add up.
At the Guardian, we weren't prepared to stand by and watch as this tech tax was killing the effectiveness of our market place.
So we launched a campaign to investigate where the ad dollars were going missing.
And the industry is listening: other publishers are following suit, our key agencies are reevaluating their relationship with tech vendors, we’ve grown our programmatic revenue by 49% this year and we're keeping our customers happy. For us, that’s a truly smarter digital economy.