May 21, 2025
MediaPost: True Buys: ANA Finds Programmatic Improvement, Unveils Terms For Yielding More
Two years after the Association of National Advertisers (ANA) benchmarked the relative cost of programmatic ad spending, the share of working media dollars has improved 14%, but still remains a minority of the gross cost of programmatic buys: about 40 cents on every dollar spent, finds an updated study being released this morning.
The study finds the vast majority -- 59% -- of programmatic still goes to extraneous overhead, including ad tech supplier transaction costs and bogus traffic, though there have been improvements in both over the two-year period, including:
- Demand-side platform (DSP) transaction costs.
- A marked decrease in programmatic ad buys on so-called made-for-advertising (MFA) sites: down from 15% of total programmatic spending to just 0.4% in the current study.
...
Topics: News
