The “working media” debate, i.e. what percentage of advertiser programmatic budgets get spent on pure media (and what this percentage should be), has been raging for some time now.

It’s a contentious topic, fueled by a historic lack of transparency, but one that, I feel, has a simple solution:

1.   Work with partners who can give you full transparency of the programmatic value chain (yes, they do exist!).

2.   Identify which fees...