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Are We Entering Adtech’s Era of Accountability?
By: The Drum
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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 models, or at least be more clear on how they earn revenue.

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About the Author
This article was published by The Drum. A link to the original appears at the end of this post. www.thedrum.com
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