Transparency in programmatic advertising

10:54 AM, 14 August 2017

Seeking more clarity with your programmatic media buying?

Photo courtesy of HonestReporting

What are the challenges and opportunities advertisers face?

There is perhaps no hotter topic right now in our industry than programmatic transparency.In an effort to investigate the costs and economics of the programmatic advertising ecosystem, Ebiquity, along with the U.S. Association of National Advertisers (ANA) and the Association of Canadian Advertisers (ACA), launched a first-of-its-kind study into programmatic media buying in the marketplace.

The goal was to investigate the costs and economics of the programmatic advertising ecosystem. As increasing volumes of media – both digital and traditional – are being traded programmatically, they wanted to explore the opportunities and challenges advertisers face with programmatic, particularly regarding transparency of data.

What did they look at?

The study analyzed more than 16 billion media impressions purchased on behalf of seven major advertisers across five programmatic, demand-side platforms (DSPs).

Just over 40% of these impressions were scrutinised in greater detail at the campaign level, across 445 completed campaigns. This in-depth investigation was designed to showcase the underlying economics of disclosed programmatic transactions.

This study is an important first step on the journey to greater accountability and transparency in programmatic media, to enable advertisers to make the most of the opportunities provided by automated, algorithmic trading. If we learn nothing else, we learn that programmatic media can become significantly clearer for any advertiser who seizes the moment and assumes full visibility of transaction data.

ANZA members can access the full report here.

As well as access data-driven insights from 445 completed campaigns and 6.6 billion impressions – the most comprehensive study of its kind into programmatic media buying yet produced.

Readers will also gain procedural learnings about the programmatic marketplace and better understand what’s standing in the way of advertisers making the most of the opportunities afforded by programmatic trading.

What are your thoughts on the new study conducted by Ebiquity? All feedback, queries, and opinions are welcomed to
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