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Experts tell Vermont committee real‑time bidding exposes resident data, wastes ad dollars
Summary
Witnesses at the Feb. 4 hearing told the Vermont House Committee on Commerce & Economic Development that real‑time bidding and programmatic advertising expose Vermonters’ device and location data to hundreds of bidders, funnel ad dollars to intermediaries and often misattribute campaign results for small advertisers.
The Vermont House Committee on Commerce & Economic Development heard testimony Feb. 4 from advertising and privacy experts who said programmatic real‑time bidding (RTB) creates privacy risks and economic waste for small advertisers and publishers.
"The $750,000,000,000 digital ad industry is the main business model of the Internet," said Ariel Garcia, chief operating officer of Check My Ads Institute, during testimony to the committee, arguing that the market now concentrates power with a handful of large companies and numerous ad‑tech intermediaries. Garcia said less than half of every dollar spent on programmatic advertising reaches…
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