Significant efficiency gains can be made in open web programmatic advertising, according to new research from the ANA which posits a minimum $13bn from “course correcting”, with opportunities for that figure to rise to $20bn.

Why it matters

The global market for open web programmatic advertising is worth around $88bn so the potential savings indicate that as much as one-fifth of advertiser spending here may be wasted. 

The association’s First Lookreport – an initial take on its Programmatic Media Supply Chain Transparency Study* due later this year – highlights long-running issues in the murky world that brings...