Ad Tech Braces for More Investigations Into the Programmatic Supply Chain
Trade groups and publishers are setting out to map programmatic advertising's 'unknown delta'
A PwC report for an advertising trade body found that 15% of digital spend was unaccounted for.
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Key insights:
- Advertisers call for reform after finding one-third of costs are unaccounted for.
- The need for change is acknowledged, but discrepancies are not necessarily nefarious.
- Expect fewer ad-tech companies and more advertiser control.
A landmark report exploring how advertisers’ payments are distributed throughout the complex ad-tech ecosystem has prompted much finger-pointing and some handwringing within the industry.
