The programmatic provide chain is foggy. On behalf of its marketer members, the ANA studied its inefficiencies and why it’s arduous to see the place a marketer’s greenback goes programmatically – and what the group discovered isn’t fairly.
Of the estimated $88 billion programmatic advert market, 25% is “straight-up waste,” as our senior editor, James Hercher, places it. $10 billion in advertiser {dollars} goes to made-for-advertising web sites, and one other $12 billion is wasted via inefficiencies within the advert tech market.
The newest report, launched Tuesday, is a follow-up to ANA’s preliminary report on supply-chain transparency launched in June. And should you’ve been listening to this podcast the previous few weeks, transparency has been a scorching subject. Three weeks in the past, James coated TAG TrustNet’s initiative to grade DSPs and SSPs on their log-file transparency. And final week, he recounted the main points from Adalytics’ report on the issues with Google Search Companions’ community.
It looks like each time trade organizations or consultants trawl for muck, they discover it. Is there an finish in sight? Or do the underside crawlers simply hold reproducing?
We do our greatest to reply this query within the first half of the podcast. Then, extra optimistically, we focus on GroupM’s and Magna’s projections for advert spend within the 12 months forward.
In 2024, each teams are forecasting mid-single-digit progress in advert spend, a bit lower than 2023. And inside these forecasts, there’s one significantly juicy notice. Retail media is rising, and so is streaming. With CTV’s quick progress set towards linear TV’s accelerating decline, it’s now attainable to see the purpose the place linear TV’s and CTV’s advert spend will cross paths on a line graph. Name it streaming’s “A Star Is Born” second.
