While considerable improvements have been made in the efficiency of their ad spending over the past couple of years, major advertisers are losing the programmatic media-buying arms race, with the level of "wasted" ad spending rising 34% to $26.8 billion from just $20.0 billion when the Association of National Advertisers (ANA) released its first Programmatic Transparency Benchmark report in June 2023.
"To help marketers close the remaining $26.8 billion inefficiency gap, the ANA is making programmatic performance data more accessible," the ANA announced as part of the release of the latest edition of the periodic report, unveiling a new "ANA Online Benchmark" tool available to its members as well as TAG (Trustworthy Accountability Group) members....