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Efficiency gains of $20bn possible in programmatic advertising
20 June 2023
Efficiency gains of $20bn possible in programmatic advertising
Programmatic buying Strategy

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. 

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