ANA Study Confirms $20B+ Opportunity to Improve Programmatic Efficiency.

Conducted with TAG TrustNet, the ANA Programmatic Media Supply Chain Transparency Study, confirms the opportunity for marketers to allocate $20B+ programmatic investments more efficiently. 

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This complete report examines the log-level data (LLD) of 21 major advertisers with the aim of understanding the complete flow of their programmatic investments. Areas of analysis include:

  • media buy,
  • site-side delivery,
  • identify key areas of threat and opportunity for brands.
It was clear from the key results that LLD holds critical insights that advertisers need to optimize the productivity of their programmatic ad spend. Another important takeaway was that pricing impressions based on quality, can lead to an increase in ad spend productivity of more than 20%+.

Chosen by the ANA as the platform partner for this study, TAG TrustNet automated the deterministic reconciliation of LLD across the programmatic supply chain. This approach provided a unified record of every impression which enabled the advertisers to understand:

  • exactly how their investment travels through their supply chain,
  • benchmark the findings against industry averages,
  • identify opportunities for increased efficiency and effectiveness, and
  • action those opportunities in real-time.

Key Findings 

Out of the considered total ad spend, just 36% went to brand-safe impressions that are non-MFA, measurable and viewable. OMG Presentation - 23_11_23 2023-11-22 12-20-17

(Source: ANA Programmatic Transparency Study)

Only 31% of Advertisers had access to their log-level data (LLD).
Out of 67 advertisers wanting to participate, 21 were able to get access to impression LLD.

Connecting + Matching LLD = 20%+ Increase in Ad Spend Productivity.
Simulations done in the study showed there was a 20% increase in ad spend productivity for advertisers who connected and matched their log-level data (LLD). This identified key optimisation opportunities that marketers can use to increase campaign efficiency.

Almost 1/3 of Ad Spend Went to Transaction Costs.
Transaction costs accounted for 29% of total
programmatic spend, with 71% making it to publishers. The 29% is formed by:

  • 8% in DSP transaction costs,
  • 2% in DSP additional costs,
  • 6% DSP data costs and
  • 13% in SSP costs.

Just Under Half of Publisher Ad Spend Lost to Poor Media Quality.
Out of the 71% of total ad spend making it to publishers, 35% is lost to poor quality, leaving 36% in TrueAdSpend - the percentage of the total budget going to working media. The 35% is formed by:

  • 9.5% of non-viewable impressions
  • 0.5% IVT, 15% non-measureable impressions and
  • 10% MFA inventory.

Average Number of Sites: 44,000.
From the data analysis, a brand campaign would run on an average of 44,000 sites, on average. Advertisers should consider working with a smaller pool of trusted sellers, 75 to 100, who can provide access to thousands of high-quality sites without compromising control.

10% of Media Spend Went on Made-For-Advertising (MFA) Sites.
Advertisers spent an average of 10% on MFA sites. Advertisers need to prioritize creating and using site inclusion (rather than exclusion) lists in order to determine if MFA sites are suitable for their campaigns.

Open Market Place (OMP) vs Private Market Place (PMP): Cost vs Quality.
PMPs cost more but only marginally deliver better quality. An average of 14% of spend within private marketplaces (PMPs) contained MFA inventory. PMPs with more than 500 domains delivered quality similar to open marketplace (OMP) deals, but at double the cost​

SSP Optimization Strategy Needed.
On average, advertisers use 13 SSPs per campaign; this number can go up to 58.
Advertisers will benefit from having an SSP optimization strategy where they work with a smaller number of SSPs (5 - 7) that can provide access to almost 100% of the supply.

Almost 1/4 of Media Spend was Spent on Non-Measureable or Non-Viewable Impressions
An average of 24.5% of media spend was spent on non-measurable or non-viewable impressions. Advertisers must balance their pursuit of low-cost inventory against ad quality (i.e.valid, viewable, measurable, and brand safe or ‘TrueImpressions’).

MFAs Generated 26% More Carbon Emissions than Non-MFA inventory.
More productive buys can lead to lower carbon emissions. The longer the supply chain, the higher the carbon emissions. 

Download The Complete Report

Download - ANA Report

Take Control of Your Programmatic Supply Chain TODAY

With a TAG TrustNet enterprise license you gain a unified record of every impression you buy, plus your data becomes actionable, enabling you to optimize ad spend productivity in real time. 

Find out more about how impression log-level data, connected through TAG TrustNet can help you optimize your programmatic supply chain productivity.


Benchmark your supply chain against the ANA study findings

The Benchmark

Find out which programmatic suppliers are LLD-Registers