Programmatic: Seeing through the financial fog

This report details the findings of a study into the costs and economics of the programmatic advertising ecosystem, and offers practical solutions to help advertisers take greater control of their programmatic investments.
  • The joint initiative by the ANA, the ACA, Ebiquity and AD/FIN analyzed 16.4 billion media impressions purchased on behalf of seven major advertisers in auto, banking, beauty, CPG, fashion, and travel across five programmatic DSPs.
  • It found that 72 percent of campaign spend for disclosed campaigns purchased media impressions at an exchange, 6 percent went to agency fees, 12 percent went to execution costs, 9 percent was allocated to third-party targeting data, and 1 percent was for other fees.
  • The average cost of programmatic display ads in the study was $4.80 CPM, across all campaign KPIs and audience...

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