ANA study finds 25% of programmatic ad dollars are wasted
Martech
DECEMBER 5, 2023
The ANA’s Programmatic Media Supply Chain Transparency Study focused on the open web ad market and did not address the opportunity of walled gardens. Unlike rational markets, the study found little to no correlation between price and quality in the open web ad market. billion impressions between September 2022 and January 2023.
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