The ANA has named an alliance of three partners to collaboratively study the programmatic media buying ecosystem.
Having described programmatic as lacking transparency and hobbled by mind-numbing complexities, the ANA in tandem with PwC, Kroll and Tag TrustNet will seek to find ways that advertisers can eliminate waste with regards to media buying.
Speaking about the investigation, ANA CEO, Bob Liodice, (pictured above) said, “As powerful a tool as programmatic advertising has been for marketers, the programmatic market has been riddled with material issues.”
He cited a lack of transparency, fractures accountability and mind-numbing complexities which are impairing critical decision-making.
Subsequently wasteful and unproductive media-buying decisions are made.
In response to this challenge, Liodice selected big-name partners to drive business and brand growth by identifying and eliminating fruitless spending.
The importance of this undertaking can’t be understated, programmatic ad spending in 2021 exceeded $US200 billion ($A278 billion).
Moreover, 72 per cent of all digital display spending is now transacted programmatically.
Principal, marketing transformation, PwC, Derek Baker, said, “We see a real opportunity for brands to drive greater value from their media investments.”
“However, to do so, we must have a transparent supply chain,” he continued.
Going forward the inquiry into this issue will be conducted in two phases.
Phase One focuses on programmatic spending on the open web, while Phase Two covers programmatic spending in walled gardens.
The RFP cited ANA’s goals as being to:
- Drive business and brand growth
- Make digital media supply chains understandable and analytically rich
- Institute corrective solutions that have long term sustainability
- Determine whether industry oversight bodies are needed
- Improve marketers’ decision-making
The results of this study are expected to be released in the fourth quarter of 2022.
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