Published August 13, 2015
![Overhaul the ad tech stack to reduce complexity and tech tax costs](https://www.infinitive.com//wp-content/webpc-passthru.php?src=https://www.infinitive.com/wp-content/uploads/2015/08/magnify-tech-tools1-280x300.png&nocache=1)
[P]ublishers are looking for “deductions” to reduce their tech tax rate. Because the tech tax is a symptom of the excessive complexity in digital advertising, the cure is the simplification, standardization and rationalization of the tech stack.According to Kargo’s Ryan McConville, the so-called technology tax can be defined as “the whittling away of every dollar spent on advertising by a new programmatic supply chain stuffed with media agencies, trading desks, DMPs, DSPs, exchanges and SSPs.” As McConville sees it, for publishers, the tech tax is a potential negative consequences of advertising automation. We’ve discussed the implications of the tech tax before, and encouraged publishers to be cognizant of these costs.
3 Ways to Lower the Tech Tax
Jeremy offers a few ways to for publishers to reduce their “tax burden,” so to speak:- Align the ad tech stack by determining which technologies are essential
- Maintain a healthy level of skepticism by carefully investing in new platforms
- Select solutions that can integrate with established and effective processes