John Broome, CEO of the Australian Association of National Advertisers (AANA) said today that the new study by the Incorporated Society of British Advertisers (ISBA) provides further evidence that transparency in the advertising supply chain is urgently required.
Broome said: “This is truly a landmark study that has major global implications. There are many differences from country to country in programmatic advertising practices, but the fundamentals are the same. The UK study shows that approximately 15 per cent of advertisers spend on programmatic, representing a third of ad tech supply chain costs is unaccounted for and the lack of transparent standards in the supply chain is preventing advertisers, media owners and buyers from getting visibility over this missing delta.”
The AANA is planning to host a webinar involving ISBA and PwC and will announce details shortly.
“I congratulate ISBA, PwC and the Association of Online Publishers for this comprehensive analysis of the problem of unaccountability in the programmatic advertising space. I know our members will be grateful for the opportunity to learn more about the study and consider carefully the best options to achieve greater standardisation across both contractual and technology areas, so that we gain clear visibility over the value chain,” Broome added.
