By implementing the anti-MFA playbook detailed in the ANA’s November report, brands were able to reduce the portion of their programmatic budgets going to made-for-advertising sites to about 1%.
In the past few weeks, a litany of the biggest US food, beverage and consumer goods brands, among them many of the world’s biggest advertisers, disclosed tepid quarterly revenue and lower year-over-year sales, which were more than offset by price increases so the overall revenue was up. And their investors are anxious to see durable profits and stronger relationships with retailers at a time when brand-to-retail relationships have become more complicated.
