As per the Association of National Advertisers (ANA), the global programmatic ad spends will exceed $200 billion.
ANA has announced a request-for-proposal (RFP) for a consultant to study the programmatic advertising marketplace and make improvement recommendations for it. This follows ANA’s observation of the marketplace being “riddled with material issues including thin transparency, fractured accountability, and mind-numbing complexity.”
Due to the lack of transparency in ad delivery and quality, marketers aren’t able to optimise investments, as per ANA CEO Bob Liodice. ANA estimates that about 40% to 60% of digital ad dollars reach publishers, while the rest goes to ad-tech middlemen as “ad tax”.
To address this disparity, the ANA, with the support of the Incorporated Society of British Advertisers and the World Federation of Advertisers, proposed an RFP. Shortlisted parties candidates will be invited to make a formal presentation in the summer.
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