Change is coming to the programmatic landscape. Agencies that don’t deliver complete cost transparency for their clients, either intentionally through high rebates or unintentionally by being ignorant of ad-network and platform-pricing models, will lose their clients’ trust and eventually their business over the next two years.

To be clear, transparency means the disclosure of all rates and fees associated with buying media: ad serving, data usage, inventory, and agency management fees along with any and all tech rates and fees.

Read the full MediaPost article here.