How marketers can undercut the "tech tax" on programmatic spending

Stephen Whiteside

This article addresses the current issues facing marketers that use programmatic advertising, based on a study spearheaded by the Association of National Advertisers (ANA) and Association of Canadian Advertisers (ACA).

Marketers pay a "technology tax" that results in more than 40% of their programmatic adspend being swallowed up by non-working media such as supply-chain data and transaction costs.

Resolving that problem, according to the recently-published "Programmatic:...

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