Ad tech firm Rubicon Project has filed a counter lawsuit against the Guardian newspaper in response to the Guardian's lawsuit filed in March for "breach of contract". The Guardian accused Rubicon of
failing to disclose fees to advertisers that purchased the newspaper's ad inventory. Rubicon's countersuit, according to Campaign, says it was "entitled" to charge the fees as they were in the
contract. In addition Rubicon says the Guardian broke the contract "because it allocated some of its ad inventory to other intermediaries," according to Campaign. Meanwhile, Rubicon Project President
& CEO Michael Barrett who's been on the job for two months, has called on ad tech firms to be transparent about their fees and called out his own company for its lack of transparency.
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