there's two ad clients: small business who want cheap ads to sell, and large incumbent who want expensive ads as a barrier for new competitors.
the players (dsp, ssp, etc) all want expensive ads, more profit.
the second group will gladly pay the inflated cost because that's what they want anyway. and they have weight to force even google to submit to known bogus accreditation that let all bots through.
the first group have to pay because they have no leverage and can't force Google to have a valid accreditation.
ads sales pay huge 20-30pct commission because everyone knows some of that goes back to the large client buyer.
the players (dsp, ssp, etc) all want expensive ads, more profit.
the second group will gladly pay the inflated cost because that's what they want anyway. and they have weight to force even google to submit to known bogus accreditation that let all bots through.
the first group have to pay because they have no leverage and can't force Google to have a valid accreditation.
ads sales pay huge 20-30pct commission because everyone knows some of that goes back to the large client buyer.
sucks to be a small business.