AdExchanger

The Real Economics Of Programmatic

Sep 5, 2023
Guest
Tom Triscari
Tom Triscari, CEO and founder of programmatic advisory firm Lemonade Projects, joins the podcast to discuss the economics of programmatic advertising. They explore topics such as radical transparency, the lemon market theory, fraud in programmatic advertising, MFA sites, and the contradictory behavior of advertisers.
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Episode notes
1
Introduction
00:00 • 2min
2
Radical Transparency in Programmatic Advertising
02:05 • 18min
3
The Lemon Market Theory and its Implications for Programmatic Advertising
19:41 • 2min
4
Auctions and the Uncertainty of Private Marketplace Deals
22:11 • 3min
5
Defining and Identifying Fraud in Programmatic Advertising
25:26 • 14min
6
Understanding MFA Sites and the Legalities Surrounding Them
39:32 • 14min
7
The Case for and Against Buying on MFA Sites
53:03 • 17min