If you're curious about the daunting challenge brands face in justifying and auditing the billions they spend annually on programmatic media, read Adalytics' latest blog.  Adalytics is a consultant in the business advising brands on their media spend and while it has a business purpose behind its blog, their analysis is an excellent explanation of the complexities of programmatic.  It also shows that the lack of transparency and accountability by the supply chain is as much the fault of the brands as anyone.  Brands put too much trust in unsubstantiated summaries and promises of performance from programmatic suppliers rather than demand access to the actual data -- the log files -- necessary to properly audit.  Given all the problems discussed in the blog, it's no wonder that the supply chain chooses to be so opaque.   The Adalytics blog is the latest wakeup call.  Time will tell if anyone heeds the alarm.