Why are there so many intermediaries in programmatic advertising today?

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  How does agent-to-agent negotiation reduce the number of intermediaries in ad buying?

  Oct · 5 min read

  How does agent-to-agent negotiation reduce the number of intermediaries in ad buying? Agent-to-agent negotiation reduces intermediaries in ad buying by enabling a buyer agent to negotiate directly…

  • How does agent-to-agent negotiation reduce the number of intermediaries in ad buying?
  • Why are there so many intermediaries in programmatic advertising today?
  • Which intermediary functions does agent-to-agent negotiation eliminate?
  • Which intermediary functions persist?