Marketers’ media-buying teams can realize a collective cost-saving of $22 billion by streamlining their programmatic ad buys for the open web to prioritize the quality of cut-price options, according to the latest study from the Association of National Advertisers.
The trade organization made the observations on the second installment of its programmatic transparency study, which further recommends that any brand spending over $50 million per year appoint a chief media officer to oversee the intricacies of the ad tech landscape.
This release is the second installment of the ANA’s programmatic media-buying audit of the open web, released after its opening “First Look” found that 15% of the money spent on the audited campaigns — and 21% of the total impression volume — was on made-for-advertising sites.