In my experience, buyers are usually not sophisticated enough to have this discussion. Often, syndicate salespeople don't understand the issue either. Nobody el

In my experience, buyers are usually not sophisticated enough to have this discussion. Often, syndicate salespeople don't understand the issue either. Nobody else in the value chain is incentivised to educate them about the issue, so it doesn't happen. I founded, ran and sold a digital advertising company in the video space. We sold through various means including networks, direct sales and quasi-direct sales where we would engage a local syndicate to sell on our behalf. These were usually major digital publishers that used to be print publishers. These people are moving a _lot_ of the volume in this industry. They're battling widespread redundancies and falling budgets. They are not attracting the cream of the crop and are in an unfamiliar industry (tech).