For now, it’s up to proactive efforts from firms like The Trade Desk and trade bodies to root out bid duplication, as ad-tech’s trading practices aren’t regulated by a federal entity like the Securities and Exchange Commission, Gupta said. And the problem will persist because the incentives of ad-tech firms do not always align with those of advertisers.
“The people who run these auctions… their jobs are to win the auctions,” Gupta said. “When you get told your job is to win the auction, you lose sight of right and wrong.”
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