IAB Tech Lab’s proposed SupplyChain v1.1 update could give advertisers a clearer view of every company that touches a programmatic bid request. By Constantine von Hoffman Published on June 23, 2026 For years, programmatic buyers could see who got paid in a transaction. They rarely saw every company that handled a bid request … Continue reading Advertisers may finally see who really touches their bid requests
On a recent conference call with a prospective client, the Vice President of Sales chimed in with a question: “How many touches do you think it takes before someone becomes a lead?” In the most diplomatic tone I could muster, I responded by stating that I didn’t think there was any correct answer to his … Continue reading Sorry, But “How Many Touches Does it Take to Make a Sale?” is No Longer a Valid Question
