In God we trust, all others brings data
The industry’s efforts to create a public record of authorized digital sellers, ads.txt will create greater transparency in the inventory supply chain, giving publishers control over their inventory in the market, making it harder for bad actors to profit from selling counterfeit / dubious inventory, allowing brands to have confidence they are buying authentic publisher inventory.
But the digeratie, lament that digital ad budgets are shrinking and only the duopoly of Google and Facebook is allowed first dibs on most of the ad budgets. Which rings true, because none of the other players have been able to come up with a narrative, as compelling as these two have put together on video, search and other digital advertising.
Even with all the AI, ML and everything in between included, there is still a huge belief with marketers that unless digital sells my goods, they are doing digital all wrong. And this belief will plague us until we provide more credible result metrics and also address the elephant in the room, called fraud which promises to otherwise derail the ad ecosystem.