What was once two or three content distribution channels (print, TV, display) is now many more (video, programmatic, addressable TV, mobile, social, etc). Channels continue to increase as consumers fragment media use across devices. For brands and publishers to keep up they have to rely on technology partners to connect the dots. From new ad servers, data providers, programmatic vendors, viewability and measurement solutions media buying is so complicated that most advertisers and publishers don't even know who they are working with. In fact, last year Ghostery found that most publisher websites have more than 70 technology vendors on them!