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" ... Smart marketers are taking advantage of the unprecedented opportunity to revisit “digital marketing as it’s been done.” They are asking for more details about where their ads actually ran, instead of just accepting monthly Excel spreadsheets that tell them how much they spent and how many impressions and clicks they got. They are asking for details about the number of ad tech intermediaries in the supply chain that were all feasting on the dollars, leaving 50 cents or less for showing ads. Some marketers are even going so far as to ask for human CPMs (hCPMs) because they know that you end up paying a lot more to get ads in front of humans if you buy in programmatic channels, sithere are so few humans looking at low cost digital ads on long tail sites. ... "