HOW THE ANA PLANS TO INVESTIGATE PROGRAMMATIC MEDIA BUYING

Bob Liodice doesn't want another federal investigation but does want to know where all those dollars really go

By Jack Neff. Published on February 02, 2022

The Association of National Advertisers recently launched a probe of programmatic digital media buying—the latest in a long history of efforts by trade groups to figure out what marketers actually pay for when they buy ads. So far, such efforts have shown 50% to 70% of the money goes to agency and ad tech fees rather than publishers, but they’ve been short on details and haven’t changed things much.

It will be different this time, ANA CEO Bob Liodice predicts in this interview. For one thing, the ANA ended up naming investigative firm Kroll to the team, alongside consulting firm PwC and industry body TAG TrustNet.

Listen to the Bob Liodice interview HERE