You know, I kind of laugh to myself when I see people outside of buying in DSPs asking for more transparency in DSPs. I don't think they understand the mastery required to handle full transparency. You're handed the keys to full control of tweaking bids, QPS management, building your own algos, audience management, etc. The most knowledgeable programmatic buyers/tech solutions will love this as it can get incredibly custom. The average buyer will have no idea what to do with these levers and probably drown in it. That's why I chuckle when I see people complaining about "hidden" platform fees, they are automating those steps for you and no one works for free, everyone needs to make money, yes even DSPs. So the question should be, yes transparency is awesome and yes does allow you to be FAR more custom, but do you have the ability to handle it? A wise man once said "With great power comes great responsibility."

I talk to a lot of brands, and one thing is clear: the key to disrupting adtech lies in simplifying measurement. Everyone on the brand side knows attribution is broken, but they still need to present results to teams that don’t fully grasp the complexities. If you can provide alternative measurement solutions that are easy to package and share—something that proves your ad spend is having an impact—you’ll be disruptive.