The Ad-Tech Industry Takes Aim at Its Unloved Middlemen

Ad fraud and wasted spending are top of mind for advertisers in the push for transparency

Getty Images, Triplelift

Programmatic’s “unknown delta”—the recent finding that 15% of ad spend seems to vanish into the ether—has sparked efforts to shine a light on ad tech’s opaque supply chain. That is translating into added scrutiny of redundant middlemen and fraudsters alike.

Ethan Wu is an intern on Adweek’s media team. He is also a rising senior studying economics at Cornell University.