A big part of the article is about how all the middle men want to spend more money, not less. For all the "tech" in AdTech, it's surprising how much gets cancel

A big part of the article is about how all the middle men want to spend more money, not less. For all the "tech" in AdTech, it's surprising how much gets canceled because it increased efficiency and made revenue go down. Even efforts to align incentives end to end like CPA (cost per action/conversion) don't do well for the same reasons.