At a time when the impending demise of third-party cookies is expected to increase fragmentation across the digital advertising supply chain, ad tech fee transparency has never been more important for brands looking to maximise ad spend.

Indeed, a recent survey of media buyers conducted by IAB Europe found that for 30% of respondents, their “primary objective” was improving transparency around the effectiveness of their digital ad spending. On top of that, 26% believed that fee transparency – a full understanding of how their media budget was being spent – was a ‘must have’ for any supply strategy.

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