In February, the American Advertising Federation (ANA) conducted a survey on programmatic advertising transactions among 128 advertisers. The results revealed that 70% of advertisers expressed concern about bot fraud, while 64% cited a lack of transparency as a challenge, as reported by Ad Age.
The survey found that 79% of advertisers had engaged in programmatic advertising transactions in the past year, a 35% increase from the 2014 survey. Thirty-one percent have enhanced their internal capabilities to manage and oversee these transactions. Sixty-two percent require advertising agencies to provide guidelines and detailed reporting on transactions, while 51% blacklist sites with high potential for ad fraud (such as bots). Additionally, 42% utilize PMPs (Private Marketplaces, primarily formed around limited, high-value ad slots owned by media companies).
ANA President and CEO Bob Riodeis stated, "While programmatic advertising transactions are beneficial, opacity is a problem. We should fundamentally reexamine the entire digital advertising supply chain."
Source: Ad Age
Marketers Growing In-House Media Buying Capabilities Amid Transparency Concerns
