It is the revenue; in the extremely competitive digital advertising landscape, the advertising technology (Ad Tech) market has evolved into a multibillion-dollar industry. For each of these clicks, views and/or plays it is the revenue. But underneath the sheen is a world of suffering upon which the merchants, the printer, and the public are in mortal combat. Ad fraud, black box supply chains, privacy abuses, and payment lateness have all plagued the Ad Tech ecosystem in a myriad of ways, all of which are characterized by inefficiency and lack of trust. As the digital advertising, marketing and media industry sector expands, so do these problems, and there is a risk to erode the integrity and survival of the ecosystem.









