- Programmatic promoting is moving toward greater efficiency, transparency and effectiveness, at the same time as it becomes larger and involves more media channels, in line with the Association of National Advertisers’ 2024 Programmatic Transparency Benchmark Study.
- According to the study, for each $1,000 entering a DSP, 43.9% reaches consumers, up 7.9% over the ANA’s 2023 measurements. The improvement equates to an extra $79 per every $1,000, compared with the previous figures.
- Additionally, marketers reduced their spending on low-value, Made-for-Advertising (MFA) publishers from 15% in 2023 to six.2% in 2024. The industry can also be seeing a discount within the variety of domains and apps, indicating a trend toward higher and safer ad placements.
The ANA’s latest benchmark study analyzed 38.5 billion impressions from 21 advertisers, comprising greater than $235 million in ad spending. By comparison, the 2023 benchmark study measured roughly the identical variety of impressions (35.5 billion) from the identical variety of advertisers, however the ad spending only totaled $123 million.
One of the most important differences within the 2024 study is that it included connected TV (CTV) in the combination. While mobile and tablet devices are the dominant platforms for programmatic spending, accounting for 44% of total ad spending, CTV is quickly growing, representing 28% of ad spending.
“The growing prominence of CTV in programmatic promoting is underscored by the undeniable fact that 80 percent of marketers within the study now utilize this platform, indicating a robust industry shift toward CTV as a key medium for reaching audiences,” in line with the report.
Another big shift from the 2023 study involved the move of spending away from the open marketplace to non-public marketplace deals. In 2023, the ANA found 59% of programmatic ad spending was allocated to the open marketplace and 41% to the private marketplace. In 2024’s study, the shares are reversed: 41% of spending is within the open marketplace and 59% is within the private marketplace.
The shift away from open marketplaces indicates marketers are searching for and receiving closer relationships with publishers and better levels of content curation and enhanced transparency and control over ad placements and configurations. When incorporating CTV, the trend is much more pronounced. Only 34% of programmatic ad spending is within the open marketplace and 66% is in private marketplace deals.
As a results of the shifts toward more CTV spending and more private marketplace spending, the industry is seeing some positive movement toward suppliers providing log-level data (LLD), much of which now comprises CTV data points. While the ANA touted the progress, it noted some “limitations persist.” The report included a suggestion that advertisers request LLD access from suppliers so that they can “uncover more optimization opportunities and make real-time, informed decisions.”
“As more advertisers gain access to LLD and The Benchmark matures, we envision a future where programmatic media, including walled gardens and retail media, operates as a good, accountable, and efficient global marketplace, supported by this unified measurement framework,” in line with the report.
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