Home The Big Story The Big Story: Programmatic Fog

The Big Story: Programmatic Fog


The programmatic supply chain is foggy. On behalf of its marketer members, the ANA studied its inefficiencies and why it’s hard to see where a marketer’s dollar is going programmatically – and what the organization found isn’t pretty.

Of the estimated $88 billion programmatic ad market, 25% is “straight-up waste,” as our senior editor, James Hercher, puts it. $10 billion in advertiser dollars goes to made-for-advertising websites, and another $12 billion is wasted through inefficiencies in the ad tech market.

The latest report, released Tuesday, is a follow-up to ANA’s initial report on supply-chain transparency released in June. And if you’ve been listening to this podcast the past few weeks, you know transparency has been a hot topic. Three weeks ago, James covered TAG TrustNet’s initiative to grade DSPs and SSPs on their log-file transparency. And last week, he recounted the details from Adalytics’ report on the problems with Google Search Partners’ network.

It seems like every time industry organizations or consultants trawl for muck, they find it. Is there an end in sight? Or do the bottom crawlers just keep reproducing?

We do our best to answer this question in the first half of the podcast. Then, more optimistically, we discuss GroupM’s and Magna’s projections for ad spend in the year ahead.

In 2024, both groups are forecasting mid-single-digit growth in ad spend, a bit less than 2023. And within these forecasts, there’s one particularly juicy note. Retail media is rising, and so is streaming. With CTV’s fast growth set against linear TV’s accelerating decline, it’s now possible to see the point where linear TV’s and CTV’s ad spend will cross paths on a line graph. Call it streaming’s “A Star Is Born” moment.

Must Read

Comic: S.P. O'Middleman's

TripleLift CEO Dave Clark Abruptly Exits After Setting The SSP On A New Trajectory

Dave Clark, who’s led TripleLift for the past two years, is stepping down, effective immediately, and is being replaced by a coterie of TripleLifters.

shopping cart

Moloco Invests In Its Competitor Topsort As The Retail Media Stakes Go Up

Topsort can lean into Moloco’s algorithmic personalization, while Moloco benefits from Topsort’s footprint with local retailers in the US and in Latin America.

CDP BlueConic Acquires First-Party Data Collection Startup Jebbit

On Wednesday, customer data platform BlueConic bought Jebbit, which creates quizzes, surveys and other interactive online plugs for collecting data from customers.

Privacy! Commerce! Connected TV! Read all about it. Subscribe to AdExchanger Newsletters
Comic: The Showdown (Google vs. DOJ)

The DOJ’s Witness List For The Google Antitrust Trial Is A Who’s Who Of Advertising

The DOJ published the witness list for its upcoming antitrust trial against Google, and it reads like the online advertising industry’s answer to the Social Register.

Why Vodafone Is Giving Out Grades For Its Creative

One way to get a handle on your brand creative is to, well, grade your homework, according to Anne Stilling, Vodafone’s global director of brands and media.

Inside The Fall Of Oracle’s Advertising Business

By now, the industry is well aware that Oracle, once the most prominent advertising data seller in market, will shut down its advertising division. What’s behind the ignominious end of Oracle Advertising?