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The new report follows-up and supersedes the First Look study published in June 2023 and delves deeper into the dynamic world of open web programmatic advertising, with a keen focus on a pivotal issue: transparency. Download the full report.
The new report follows-up and supersedes the First Look study published in June 2023 and delves deeper into the dynamic world of open web programmatic advertising, with a keen focus on a pivotal issue: transparency.
Twenty-one marketers and twelve supply chain companies participated in the study. Total ad spend was $123 million with 35.5 billion impressions. Qualitative interviews supplemented the quantitative work.
The research found that only 36 cents of every dollar that enters a DSP effectively reaches the consumer.
Agency fees (a transaction cost) and brand safety (a loss of media productivity cost) were both beyond the scope of this project. Depending upon those costs, less than 36 cents of every dollar would effectively reach the consumer.
The key conclusion of the study: there is some $22 billion in efficiency gains available to the client-side marketer community.
The report has twelve sections.
Each of the sections provides a “Recommended Playbook” for marketers. These are recommended action steps to help optimize investment in programmatic media leading to a greater percentage of every ad dollar reaching the consumer. Implementing those recommendations will lead to the $22 billion opportunity for efficiency gains.
The ANA say that knowledge is power. With programmatic media, data drives knowledge and is the enabler that allows marketers to improve the efficiency and effectiveness of their campaigns. Access to data, pulling insights from data, and then acting on those insights provides a pathway for marketers to optimize their programmatic media investments.