The topic of transparency may seem exhausted but until all players in the industry are on board, a fair and transparent programmatic marketplace remains out of reach.

Significant developments in the regulatory landscape such as the EU’s General Data Protection Regulation, the California Consumer Privacy Act, and the EU’s recent ruling that cookie use requires active consent, are seen by some as a hindrance to digital advertising, but this is far from the case.

Read the full MediaPost Agency Daily commentary here.