Just 51% of online advertising investment reaches publishers, according to research from the Incorporated Society of British Advertisers (ISBA) and PwC. The two-year study drew on 15 large advertisers responsible for £100m of UK programmatic adspend.
Of the 267 million impressions served from advertisers to publishers in the study, just 12% (31m) were successfully matched.
Of the 31m impressions that were identifiable, video advertising proved most lucrative for publishers. They received two-thirds (65%) of original video investment, compared to 54% for other display formats. Private marketplaces also proved better (54%) compared to open marketplaces (49%).
The research...