Complete Report about ANA Programmatic Media Supply Chain Transparency Study

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Key issue: Transparency

Research (made by 21 marketers and 12 suppliers) found that only 36 cents of every dollar that enters a DSP effectively reaches the consumer.

Transaction expenses account for 29% of the ad dollar.
Loss of media productivity expenses account for 35% of the advertising budget.

Agency expenses and brand safety were both outside the scope of this project. Depending on the prices, fewer than 36 cents of every dollar would really reach the customer.

Details and conclusion

Complete Report about ANA Programmatic Media Supply Chain Transparency Study has 12 sections

The ANA study concluded: The client-side marketing community may gain an estimated $22 billion in efficiency.

Each section has a “recommended playbook” for marketers. These are recommended action actions to assist optimise investment in programmatic media, resulting in a higher percentage of ad dollars reaching consumers. Implementing these recommendations will result in a $22 billion opportunity for efficiency benefits.

Knowledge is power. With programmatic media, data drives knowledge and serves as a tool for marketers to increase the efficiency and efficacy of their campaigns. Marketers may optimise their programmatic media spending by gaining access to data, extracting insights from it, and acting on those findings.

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