Proof

Technology

Last mentioned: Feb 24, 2026

Timeline

  1. Trial Phase

    Expected commencement of the trial or final settlement phase for the Foster vs. WPP litigation.

  2. Filings Unsealed

    New court filings provide granular data on WPP's intermediary fees and internal ad tech structures.

  3. Transparency Pressure Mounts

    ISBA and PwC release updated findings on programmatic transparency, increasing pressure on agency holding companies.

  4. Litigation Commences

    Richard Foster initiates legal action against WPP following his departure from the Proof unit.

Stories mentioning Proof 1

court-decisions Neutral

WPP Court Filings Reveal New Details on Ad Tech Tax and Intermediary Fees

Recent court filings in the legal battle between Richard Foster and WPP have exposed the granular mechanics of the 'ad tech tax,' highlighting the significant portion of advertising budgets captured by middlemen. As AI is increasingly marketed as a solution for transparency, these disclosures provide a rare look into the opaque financial structures governing programmatic media buying.

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