Advertisers once again try to crack open the secret sauce of platforms, this time with a savvier touch

Advertisers are back at it, trying to get platforms to lift the veil on their ad-selling secrets. But this time, instead of the usual chest-thumping demands, they’re being more pragmatic. Think less “storm the gates” and more “savvy negotiation.” They’ve learned from past failed crusades that a little less dogma and a lot more diplomacy might just get those kimono strings untied.

Their strategy? Asking giants like Google, Meta and YouTube to commit to proposed standards that, at least in theory, will shed light on how these platforms manage auctions for display, search, social media and video ads.

That’s according to a letter sent earlier this week (June 10) by the Media Rating Council’s CEO George Ivie and its vp of research and standards Ron Pinelli to members.

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