First Independent Agency Adopts ANA Programmatic Benchmark and TrueKPI Framework to Drive Accountability and Efficiency

Ad+genuity follows ANA recommendations, using impression-level log data to deliver independent, outcome-based transparency for clients

New York, NY (March 25, 2026) — Fiducia today announced that Ad+genuity has become the first independent agency to adopt the ANA Programmatic Transparency Benchmark and TrueKPI Framework, aligning its programmatic practice with ANA guidance on transparency, accountability, and performance measurement.

Ad+genuity is a strategic digital media buying agency specializing in programmatic media, paid social, and content creator campaigns designed specifically for the travel industry. The move enables Ad+genuity to independently assess how much programmatic investment converts into high-quality, effective media — moving beyond CPM-based optimization toward outcome-driven decision-making.

The announcement follows the ANA Q4 2025 Programmatic Transparency Benchmark, which found that advertisers in the top half of performance converted an average of 56.7 percent of spend into working media, compared with 37.5 percent for lower-performing advertisers, despite transaction costs reaching yearly lows. The data confirms that quality governance — not cost efficiency alone — is now the primary driver of programmatic ROI.

From Transparency to Accountability

The Benchmark highlights a widening performance gap between advertisers actively governing quality and those relying on surface-level efficiency metrics.

The TrueKPI Framework addresses this gap by standardizing how impression quality and value are measured through TrueImpressions, TrueCPM, and TrueAdSpend, allowing advertisers to quantify overpayment and optimize supply paths based on outcomes rather than proxies.

“Programmatic advertising has reached a point where transparency alone is no longer sufficient,” said Bill Duggan, Group Executive Vice President, ANA. “The ANA Benchmark gives marketers a consistent, independent way to understand how quality impacts performance and to hold the supply chain accountable.”

Log-Level Intelligence as the Foundation

The ANA Benchmark is powered by Fiducia, the impression log-level data intelligence platform that reconciles delivery, cost, and quality signals across the programmatic supply chain.

“When delivery, cost, and quality signals aren’t reconciled at the impression level, SPO decisions are based on incomplete information,” said Tim Brown, CEO of Fiducia. “The ANA Benchmark shows that once those signals are unified, the link between quality and outcomes becomes unmistakable.”

Enabling Smarter Supply Path Optimization

The Q4 Benchmark also reflects a structural shift in buying behavior:

• +92 percent of median spend now flows through curated PMPs

• CTV accounts for ~40% of programmatic spend, with persistent measurement constraints

• Governed open-exchange buying remains viable when guided by quality signals

By adopting the Benchmark and TrueKPI Framework, Ad+genuity can provide clients with independent SPO insights — helping them align media quality, cost efficiency, and business outcomes without disrupting existing agency models.

“Adopting the ANA Benchmark allows us to replace assumptions with evidence,” said Zeek Coleman, President of Ad+genuity. “It gives our clients a clearer view of what’s working, what’s wasting spend, and how quality drives performance.”

Recommendations for Advertisers

Based on the Benchmark findings, the ANA recommends that advertisers:

• Require log-level data access across the supply chain

• Use standardized quality frameworks to measure outcomes consistently

• Optimize toward TrueAdSpend and TrueCPM, not CPM alone

• Treat quality governance as a continuous discipline, particularly in CTV

• Benchmark performance against peers to uncover unrealized ROI

About the ANA Programmatic Transparency Benchmark

The ANA Programmatic Transparency Benchmark is the industry’s most comprehensive, independent analysis of programmatic efficiency and media quality, built on impression-level log data and governed by a standardized methodology. ANA and TAG members have free access to the interactive Benchmark.

About Fiducia

Fiducia is the impression log-level data intelligence platform powering the ANA Benchmark. Fiducia reconciles delivery, cost, and quality signals across the programmatic supply chain to enable independent measurement, accountability, and optimization at scale.

About Ad+genuity

Ad+genuity is an independent media agency focused on transparent, brand-safe, and performance-driven advertising. With a strong focus on innovation and continuous optimization, Ad+genuity layers human-led strategy over AI-powered technology and data intelligence to craft high-impact campaigns that deliver genuine engagement and measurable results.Learn more at adgenuity.io

Media Contact

For more information about the ANA Benchmark, the use of the Fiducia data intelligence platform and Ad+genuity’s approach contact:

Shirlene Chandrapal, shirlene@fiducia.eco