{"id":2503,"date":"2020-05-07T12:00:00","date_gmt":"2020-05-07T11:00:00","guid":{"rendered":"https:\/\/newsmediauk.org\/isba-programmatic-study-publishers-receive-half-of-advertiser-spend\/"},"modified":"2024-05-03T09:46:35","modified_gmt":"2024-05-03T08:46:35","slug":"isba-programmatic-study-publishers-receive-half-of-advertiser-spend","status":"publish","type":"post","link":"https:\/\/newsmediauk.org\/blog\/2020\/05\/07\/isba-programmatic-study-publishers-receive-half-of-advertiser-spend\/","title":{"rendered":"ISBA Programmatic Study: Publishers Receive Half Of Advertiser Spend"},"content":{"rendered":"

Publishers receive just half of advertiser spend in the programmatic supply chain with 15 per cent of spend disappearing into a black hole, a new study from ISBA has found.  <\/p>\n

The study, Programmatic Supply Chain Transparency Study<\/a> conducted in association with the Association of Online Publishers and carried out by PwC, highlighted the complexity of the programmatic supply chain.<\/p>\n

Across the 15 advertisers participating in the study, more than 1,000 distinct supply chains were identified, but researchers were able to end-to-end match just 290 chains all the way to the 12 publishers taking part.<\/p>\n

On average, publishers receive just 51 per cent of advertiser spend. Fifteen per cent of advertiser spend, representing around one-third of supply chain costs, could not be attributed.<\/p>\n

Publishers taking part in the study included ESI Media, Mail Metro Media, News UK, The Telegraph, and The Guardian.<\/p>\n

ISBA said the study could not say what the unattributable 15 per cent, which it described as an “unknown delta,” represents.  <\/p>\n

It could reflect a combination of limitations in data sets, necessitating occasional estimations; DSP or SSP fees that aren’t visible in the study data; post-auction bid shading; post-auction financing arrangements or other trading deals; foreign exchange translations; inventory reselling between tech vendors; or other unknown factors.<\/p>\n

ISBA said that a critical conclusion of this study is the need for industry collaboration to further investigate the unknown delta.<\/p>\n

Standardisation is urgently required across a range of contractual and technology areas, to facilitate data-sharing and drive transparency, ISBA added.<\/p>\n

ISBA said it would now convene a cross-industry taskforce to begin work on studying the causes of the unknown delta and, separately, shape an independently-led effort to work on standardisation and data sharing, to facilitate robust supply chain verification.<\/p>\n","protected":false},"excerpt":{"rendered":"

Publishers receive just half of advertiser spend in the programmatic supply chain with 15 per cent of spend disappearing into a black hole, a new study from ISBA has found.  
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