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:
...