The rise of programmatic and the resulting shift to platform-based buying and commoditization of technology, data, and supply have created a precarious situation for many publishers, most of whom report the following challenges:-Disintermediation from media buyers by technology platforms -Inconsistent reporting due to the many platforms in use and inconsistent measurement methods -Lack of transparency with the buy-side -Frustrating technology fees, leading to revenue loss -Rapidly changing privacy landscape, often dictated to pubs by the big platforms (ex: Chrome cookie and Apple IDFA deprecation, Google adoption of TCFv2, etc)