Jack Neff's Ad Age report on the Marketer’s Brief podcast by Bob Liodice, CEO of the Association of National Advertisers, on the new investigation into the murky programmatic supply chain is an important listen and read. Bob's comment about what it would mean if there is a lack of participation by agencies, media companies, and ad tech firms will mean hits the challenge square center.  Those who make up the supply chain need to let the light of transparency in and be honest and forthcoming about where the money goes and what is done to earn it.  Not just between the advertiser and publisher, but through to consumers as well.  For the first time, this study will examine the entire supply chain. Previous studies have alleged a waste factor of 50% between the advertisers and publishers.  Some commentators have claimed the waste factor between the publisher and the consumers, where delivery of a message is diluted by bots and poor positioning, adds to a total waste factor, from advertiser to consumer, of more than 80%.  It is the opportunity for the supply chain to turn what is perceived as waste into legitimate costs in return for valuable contributions.  Whether PwC, Kroll, and TAG Trustnet hit walls of silence remains to be seen.  But if they do, then the legitimacy of programmatic buying and the integrity of those in the supply chain will be open to serious question.