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The ANA is planning a programmatic benchmarking service


Consecutive bombshell reports over the past year demonstrate that marketers could be a lot more proactive about reducing waste in their programmatic supply chains. 


With such concerns in mind, the Association of National Advertisers is kicking off a transparency initiative, or “programmatic benchmarking report,” that aims to help its members better account for their media spending. 


Some of the murky elements of ad tech business practices were laid bare to marketers in the ANA’s preliminary transparency report at last year’s Cannes Lions Festival of Creativity.   


Meanwhile, subsequent reports by Adalytics spelled out some of its plain ugly elements, with the research outfit exposing uncomfortable truths as to how brands’ media dollars fund ‘questionable’ parts of the internet. 


Adalytics’ most recent report uncovered that hundreds of major advertisers unknowingly placed ads on so-called “made for advertising” websites – a major problem highlighted in the ANA’s ad tech audits of the last year. 


A clear ‘must try harder’ for brands when it comes to managing their online media budgets and better education among the upper echelons of marketing departments across the industry.  


The ANA has confirmed with Digiday that it is kicking off a further transparency initiative, or “programmatic benchmarking report,” that aims to help its members better account for their media spend. 


The new ANA initiative will initially invite marketers who participated in the ANA’s 2023 study to evaluate the efficiency of their programmatic supply chain in conjunction with TAG TrustNet.    


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