Digital advertising supply chain is 'opaque to say well, scams to say bad', it is clear that the site operator receives only about 50% of the money
Advertisements displayed on websites are involved not only by advertisers and website operators, but also by many agencies such as advertising agencies existing between them. A study of this supply chain mechanism by the British marketing industry group
'There is a big hole in the value chain': Brands lose 50% of the money they invest in programmatic ads
In the survey, data was collected from 15 brands including major supermarket chain “Tesco” to consumer goods chain “Unilever” and airline “British Airways”, as well as 8 advertising agencies and 12 website operators. I heard that. These advertisers, advertising agencies, and website operators paid a total of £ 100 million for program advertising in the UK.
The survey found that website owners received only 51% of advertiser spending. Of the remaining expenditure, 7% is agency, 8% is DSP fee, another 8% is SSP fee, 10% is fee for technology provider, and it is actually 3 minutes of spending other than publisher As much as 15% of 1 of the above is spent on the mysterious area not belonging to the supply chain.
Note that this number is the 'best result,' and it is possible that this number may actually be higher. For example, a leading newspaper The Guardian in the UK, and is a only 30% receive web publishers out of the expenditure of advertisers in 2016
Also, in this survey, it took nine months for advertisers and website operators to share data on program ads, which was due to the lack of organization and supply chain complexity. ISBA points out that it does.
Sam Tomlinson , PwC's media assurance business, pointed out that the digital advertising supply chain is blocking the exchange of data between advertisers and website operators. As publishers want to share data, people in the meantime should encourage sharing. ' In addition, Tomlinson also pointed out that the format of the data on the DSP side and the data on the SSP side are inconsistent. Also, impression data obtained by DSP may not match the data obtained by SSP.
This study demonstrates the need for data sharing, transparency, and technical or contractual standardization to facilitate further investigation of 'unknown deltas.'
This is not the first ISBA study to call for a cleanup of the digital advertising ecosystem. To P & G Marc Pritchard's also 2017 is the best brand responsible for, digital advertising of the supply chain is 'opaque to say good, bad saying fraud' is, establishment of transparency and standards that it is necessary I mentioned .
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