When it emerged that the Guardian was suing Rubicon Project (an adtech outfit that professes to be the friend of publishers) for non-disclosure of fees, the potential problems posed by adtech were spelt out. The Drum consults various sources to gauge how relationships between adtech and publishers will likely pan out.
The more recent news of the breakdown of Rubicon Project’s subsequent relationship with premium publisher alliance Pangaea has further underlined the extent of the adtech fallout, according to some. And the consensus among industry sources is that many outfits currently offering programmatic services will have to pivot their business Read full story ›
Source: The Drum
Industry News
