Ad tech has always had a fee transparency issue. The reasons why have always been the same — programmatic systems are complex and their fees are often branded with crafty lingo.

Advertisers and publishers both have pushed for further insight into creating greater transparency into what’s now known as the “ad tech tax”, but it starts with a further understanding of how all fees are taken.

Unless you are an engineer, it’s hard to understand every step in the chain and where it could be potentially costing publishers and advertisers. …

Rohan Lala

A media consultant with experience in programmatic advertising sales, development, and optimization.