ISBA (the UK's advertiser-centric trade association) has released the results of a nine month study by PwC that concluded only half of what advertisers spend on digital advertising reaches publishers and that 15% of that spend – around one-third of supply chain costs – was not attributable to any service provider. For the full results of the study, see https://www.isba.org.uk/knowledge/digital-media/programmatic-supply-chain-transparency-study.
In an industry were media spending will exceed $400 billion in 2021, tolerating such levels of waste raises serious concerns.
At the solution’s core, is the need for an industry that has been too complacent for too long, to demand a solution and take the lead in ending the obfuscation ... It is obvious that depending upon the supply chain to clean up its act is a fool’s errand, and advertisers and publishers must take control now.