As Faultline pelted around the halls of IBC 2023, we sensed that everyone is fed up with the state of advertising. While most publishers are looking to ease their margins with more ad revenue, the underlying delivery tech is still littered with holes from a lack of standardization. We lost count of the number of times we were given shocking stats about ad fill rate. Evidently, most publishers have given up on trying to make their ad tech work, perfectly setting the scene for vendors to unveil new tools for ad monitoring, measurement, and analytics. Advertising is proving fertile new ground for traditional monitoring vendors. Both embedded and external agents – terms that define whether analytics are collected from within…