Where are the Ad-Tech Innovators?

Paul Bannister of Cafe Media wonders where all the cowboys have gone in ad-tech...

Much has been written about the lack of transparency in digital media, but that's really just a symptom of a larger problem. The ad tech industrial complex thrives in opacity because many of its players provide very little differentiated value to their customers. A general lack of transparency masks this, making it harder for customers to understand how little they provide in exchange for their sometimes-considerable fees.