![]() Their argument? Doing so would hurt their bottom line more than it would impact the MFAs themselves. The sell-side of ad tech, in particular, had a hard time blocking MFAs sooner. While these actions are commendable, it begs the question: Why did it take a full-blown media circus to make ad tech folks break a sweat? It seems that the commercial costs were deemed too steep and the reputational rewards too elusive for many of those companies. Not to be outdone, Magnite also stepped up to the plate, promising to disable MFA inventory upon advertiser request, not only in PMPs but also in the curated versions of the open programmatic marketplace it sells. Sharethrough wasted no time in sweeping away all MFAs from their off-the-shelf deals and custom PMPs following those revelations.
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