Erik Matlick says, “Outsiders often describe the business of MadTech (marketing and advertising technology) as the “Wild West” — and with good reason. The companies in this industry push boundaries to innovate, and as a collective, often push back against attempts to standardize or regulate that innovation. Take viewability as an example.The drive toward viewability standards was initially met with fear. Reports about fraud and hidden pixels sparked some very uncomfortable conversations between advertisers, agencies and publishers — but they also led to the growth of a new facet... [...]