THE DREAM OF A WELL-CURATED RTB WORLD

Openness. Visibility. Confirmation. The most popular words in the ad tech industry all center on one idea: a lack of trust. When real-time ad exchanges first started, marketers were so transformed by the remarkable reach, scale, and targeting capabilities of RTB platforms that they became less concerned about fuzzy metrics. But once the honeymoon period passed, marketers started to expect more from their demand-side platforms (DSPs) as the unscrupulous aspects of the RTB universe became apparent through the outcomes of advertising campaigns.