MediaMath Promises 100% Accountable and Addressable Media Supply Chain

Adtech vendor MediaMath has pledged to deliver a “100 percent accountable and addressable supply chain by the end of 2020”, via a cooperative project called SOURCE. It’s a bit unclear what’s involved (at least to me), but the commitment to “righting the wrongs of a digital advertising industry” that has “gotten lost in fraud, waste, and irrelevance” taps into a mad-as-hell-and-we-won’t-take-it spirit within the advertising world and beyond.