Report provides a unified measurement framework to the programmatic advertising industry Study finds 7.9pp improvement of ad spend efficiency. Yet less than half of spend reaches consumers.
NEW YORK – DECEMBER 12, 2024 — The Association of National Advertisers (ANA) announced today findings from its 2024 Programmatic Transparency Benchmark Study, marking another step in empowering brands towards full visibility into their programmatic supply chain. This latest analysis included Connected TV (CTV), highlighting the sector’s rapid growth and providing a more comprehensive view of the totality of programmatic media buying.
Key findings from the study confirm the ongoing improvements observed since the 2023 Study (last published in June 2024) reflecting combined ad spend productivity growth of 22%. In the context of a $104 billion open web programmatic marketplace, this improvement translates to an additional $8.2 billion in ad spend productivity.
“As we work towards a future where programmatic media operates as a fair, accountable, and efficient global marketplace, it’s important to offer marketers a transparent picture of programmatic buying,” said Bob Liodice, CEO, ANA. “The latest Programmatic Benchmark Study provides important insights into effective programmatic buying offering brands true transparency in the evolving marketplace. It is encouraging to see that more of marketers’ programmatic spend is reaching consumers. However, there is additional room for improvement, by leveraging the benchmarks and the framework identified in the study.
Following the study, the ANA and TAG TrustNet launched the Programmatic Transparency Benchmark to enable advertisers to better manage their programmatic supply chains and achieve consistent transparency. This Benchmark provides industry-wide indicators on the programmatic landscape’s health, allowing participants to assess their supply chains against industry standards. This initiative empowers marketers to access LLD directly from their suppliers under the guidelines of the TAG TrustNet LLD Requirements, that are aligned with the EU Digital Markets Act.
The Benchmark’s initial response has been strong, with over 70 marketers expressing interest in participation. As more advertisers gain access to LLD and the Benchmark matures, ANA envisions a future where programmatic media, including walled gardens and retail media, operates as a fair, accountable, and efficient global marketplace, supported by this unified measurement framework.
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Press contact
Marielena Santana
marielena.santana@digennaro-usa.com
About TAG TrustNet
Launched by TAG (the Trustworthy Accountability Group), the world’s leading programme to fight criminal activity and protect brand safety in digital advertising, and developed in partnership with technology partner Fiducia, TAG TrustNet is the always-on industry utility for connecting and matching impression log-level data (LLD) at scale. As a global cross-industry initiative, TAG TrustNet automates the deterministic reconciliation of impression LLD across the supply chain and generates immutable records as ‘shared truth’, a unified record for every single ad running through the supply chain made available in near real-time.
About the ANA
The mission of the ANA (Association of National Advertisers) is to drive growth for marketing professionals, brands and businesses, the industry, and humanity. The ANA serves the marketing needs of 20,000 brands by leveraging the 12-point ANA Growth Agenda, which has been endorsed by the Global CMO Growth Council. The ANA’s membership consists of U.S. and international companies, including client-side marketers, nonprofits, fundraisers, and marketing solutions providers (data science and technology companies, ad agencies, publishers, media companies, suppliers, and vendors). The ANA creates Marketing Growth Champions by serving, educating, and advocating for more than 50,000 industry members that collectively invest more than $400 billion in marketing and advertising annually.