The report found that 23% of the $88 billion spent on programmatic advertising is wasted, accounting for about $20 billion in lost ad spend, largely on \u201cmade for advertising\u201d websites that typically draw readers in with clickbait.<\/p>\n<\/div>\n
\n
One weird trick:<\/strong> MFA sites accounted for 21% of the report\u2019s impressions and 15% of ad spend. An average campaign for the study\u2019s participants ran across 44,000 websites. That \u201clong tail\u201d of the internet can leave advertisers susceptible to \u201cfraud, viewability, and brand safety\u201d concerns.<\/p>\n<\/div>\n\n
\u201cChasing cheap CPMs will likely lead to a cascade of downstream ad quality issues that might not be initially detectable,\u201d the report stated.\u00a0 \u201cCommon sense should tell buyers that not all \u2018cheap\u2019 inventory is \u2018quality\u2019 inventory.\u201d<\/p>\n<\/div>\n
\n
A similar report released last summer found that advertisers spent a tenth of their budget on clickbait.<\/p>\n<\/div>\n
\n
Methodology: <\/strong>The ANA\u2019s study included an analysis of what\u2019s called log-level data, or granular information from ad-tech firms that can reveal details about programmatic transactions between advertisers and publishers, and the twisted and convoluted pipes created by industry middlemen.<\/p>\n<\/div>\n\n
The ANA\u2019s study included data from 21 advertisers across 35.5 billion impressions, totaling $123 million in spend. The trade body said the majority of companies that wanted to participate in the study were unable to do so because of legal obstacle and difficulty getting access to their own log-level data, further muddying the waters.<\/p>\n<\/div>\n
\n
The study, a two-parter with the second segment set to be released \u201cin the next few months,\u201d according to a press release, is one of many recent attempts to audit the programmatic supply chain. In 2020, a UK advertising trade group commissioned research from PwC, finding that 15% of ad-spend \u201ccould not be attributed,\u201d dubbing it the \u201cunknown delta\u201d of programmatic advertising.<\/p>\n<\/div>\n
\n
Zoom out: <\/strong>The ANA is advising advertisers to \u201clean in\u201d and take more responsibility in their media buys, \u201crather than delegating\u201d the responsibility \u201cto their agencies.\u201d They should also ask for direct access to the data that\u2019s used in programmatic advertising transactions.<\/p>\n<\/div>\n\n
\u201cBuyers need to ensure that there is a balance between the price they\u2019re paying and the quality of inventory they\u2019re receiving,\u201d the report said.<\/p>\n<\/div>\n<\/div>\n
Read the full article here<\/a><\/p>\n","protected":false},"excerpt":{"rendered":"Nearly a quarter of every dollar spent on programmatic advertising is going toward \u201csuspect inventory,\u201d according to the Association of National Advertisers (ANA) in a new report on (brace yourself) ad-tech supply chain transparency. The report found that 23% of the $88 billion spent on programmatic advertising is wasted, accounting for about $20 billion in […]<\/p>\n","protected":false},"author":1,"featured_media":3636,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"content-type":"","footnotes":""},"categories":[78],"tags":[],"class_list":{"0":"post-3635","1":"post","2":"type-post","3":"status-publish","4":"format-standard","5":"has-post-thumbnail","7":"category-marketing"},"yoast_head":"\n
Advertisers are (still) spending billions on clickbait | Brandiary<\/title>\n<meta name=\"description\" content=\"Nearly a quarter of every dollar spent on programmatic advertising is going toward \u201csuspect inventory,\u201d according to the Association of National\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/mysourcefunding.com\/?p=3635\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Advertisers are (still) spending billions on clickbait | Brandiary\" \/>\n<meta property=\"og:description\" content=\"Nearly a quarter of every dollar spent on programmatic advertising is going toward \u201csuspect inventory,\u201d according to the Association of National\" \/>\n<meta property=\"og:url\" content=\"https:\/\/mysourcefunding.com\/?p=3635\" \/>\n<meta property=\"og:site_name\" content=\"Brandiary\" \/>\n<meta property=\"article:published_time\" content=\"2023-07-02T14:07:58+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/mysourcefunding.com\/wp-content\/uploads\/2023\/07\/1688306878_c267d1747bcbe3649f50bc2bbe75b3b73d369f66-1500x1000.jpg\" \/>\n\t<meta property=\"og:image:width\" content=\"1200\" \/>\n\t<meta property=\"og:image:height\" content=\"630\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/jpeg\" \/>\n<meta name=\"author\" content=\"News Room\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"News Room\" \/>\n\t<meta name=\"twitter:label2\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"2 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\/\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\/\/mysourcefunding.com\/?p=3635#article\",\"isPartOf\":{\"@id\":\"https:\/\/mysourcefunding.com\/?p=3635\"},\"author\":{\"name\":\"News Room\",\"@id\":\"https:\/\/mysourcefunding.com\/#\/schema\/person\/5062dafb0f932b59aa228f1a047332f4\"},\"headline\":\"Advertisers are (still) spending billions on clickbait\",\"datePublished\":\"2023-07-02T14:07:58+00:00\",\"dateModified\":\"2023-07-02T14:07:58+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\/\/mysourcefunding.com\/?p=3635\"},\"wordCount\":399,\"commentCount\":0,\"publisher\":{\"@id\":\"https:\/\/mysourcefunding.com\/#organization\"},\"articleSection\":[\"Marketing\"],\"inLanguage\":\"en-US\",\"potentialAction\":[{\"@type\":\"CommentAction\",\"name\":\"Comment\",\"target\":[\"https:\/\/mysourcefunding.com\/?p=3635#respond\"]}]},{\"@type\":\"WebPage\",\"@id\":\"https:\/\/mysourcefunding.com\/?p=3635\",\"url\":\"https:\/\/mysourcefunding.com\/?p=3635\",\"name\":\"Advertisers are (still) spending billions on clickbait | Brandiary\",\"isPartOf\":{\"@id\":\"https:\/\/mysourcefunding.com\/#website\"},\"datePublished\":\"2023-07-02T14:07:58+00:00\",\"dateModified\":\"2023-07-02T14:07:58+00:00\",\"description\":\"Nearly a quarter of every dollar spent on programmatic advertising is going toward \u201csuspect inventory,\u201d according to the Association of National\",\"breadcrumb\":{\"@id\":\"https:\/\/mysourcefunding.com\/?p=3635#breadcrumb\"},\"inLanguage\":\"en-US\",\"potentialAction\":[{\"@type\":\"ReadAction\",\"target\":[\"https:\/\/mysourcefunding.com\/?p=3635\"]}]},{\"@type\":\"BreadcrumbList\",\"@id\":\"https:\/\/mysourcefunding.com\/?p=3635#breadcrumb\",\"itemListElement\":[{\"@type\":\"ListItem\",\"position\":1,\"name\":\"Home\",\"item\":\"https:\/\/mysourcefunding.com\/\"},{\"@type\":\"ListItem\",\"position\":2,\"name\":\"Advertisers are (still) spending billions on clickbait\"}]},{\"@type\":\"WebSite\",\"@id\":\"https:\/\/mysourcefunding.com\/#website\",\"url\":\"https:\/\/mysourcefunding.com\/\",\"name\":\"Brandiary\",\"description\":\"Latest Business and Startup News and Updates\",\"publisher\":{\"@id\":\"https:\/\/mysourcefunding.com\/#organization\"},\"potentialAction\":[{\"@type\":\"SearchAction\",\"target\":{\"@type\":\"EntryPoint\",\"urlTemplate\":\"https:\/\/mysourcefunding.com\/?s={search_term_string}\"},\"query-input\":\"required name=search_term_string\"}],\"inLanguage\":\"en-US\"},{\"@type\":\"Organization\",\"@id\":\"https:\/\/mysourcefunding.com\/#organization\",\"name\":\"Brandiary\",\"url\":\"https:\/\/mysourcefunding.com\/\",\"logo\":{\"@type\":\"ImageObject\",\"inLanguage\":\"en-US\",\"@id\":\"https:\/\/mysourcefunding.com\/#\/schema\/logo\/image\/\",\"url\":\"https:\/\/mysourcefunding.com\/wp-content\/uploads\/2023\/06\/b-logo-1.png\",\"contentUrl\":\"https:\/\/mysourcefunding.com\/wp-content\/uploads\/2023\/06\/b-logo-1.png\",\"width\":381,\"height\":100,\"caption\":\"Brandiary\"},\"image\":{\"@id\":\"https:\/\/mysourcefunding.com\/#\/schema\/logo\/image\/\"}},{\"@type\":\"Person\",\"@id\":\"https:\/\/mysourcefunding.com\/#\/schema\/person\/5062dafb0f932b59aa228f1a047332f4\",\"name\":\"News Room\",\"image\":{\"@type\":\"ImageObject\",\"inLanguage\":\"en-US\",\"@id\":\"https:\/\/mysourcefunding.com\/#\/schema\/person\/image\/\",\"url\":\"https:\/\/mysourcefunding.com\/wp-content\/uploads\/2023\/06\/avatar_user_1_1688031660-96x96.png\",\"contentUrl\":\"https:\/\/mysourcefunding.com\/wp-content\/uploads\/2023\/06\/avatar_user_1_1688031660-96x96.png\",\"caption\":\"News Room\"},\"sameAs\":[\"https:\/\/mysourcefunding.com\"],\"url\":\"https:\/\/mysourcefunding.com\/?author=1\"}]}<\/script>\n<!-- \/ Yoast SEO plugin. -->","yoast_head_json":{"title":"Advertisers are (still) spending billions on clickbait | Brandiary","description":"Nearly a quarter of every dollar spent on programmatic advertising is going toward \u201csuspect inventory,\u201d according to the Association of National","robots":{"index":"index","follow":"follow","max-snippet":"max-snippet:-1","max-image-preview":"max-image-preview:large","max-video-preview":"max-video-preview:-1"},"canonical":"https:\/\/mysourcefunding.com\/?p=3635","og_locale":"en_US","og_type":"article","og_title":"Advertisers are (still) spending billions on clickbait | Brandiary","og_description":"Nearly a quarter of every dollar spent on programmatic advertising is going toward \u201csuspect inventory,\u201d according to the Association of National","og_url":"https:\/\/mysourcefunding.com\/?p=3635","og_site_name":"Brandiary","article_published_time":"2023-07-02T14:07:58+00:00","og_image":[{"width":1200,"height":630,"url":"https:\/\/mysourcefunding.com\/wp-content\/uploads\/2023\/07\/1688306878_c267d1747bcbe3649f50bc2bbe75b3b73d369f66-1500x1000.jpg","type":"image\/jpeg"}],"author":"News Room","twitter_card":"summary_large_image","twitter_misc":{"Written by":"News Room","Est. reading time":"2 minutes"},"schema":{"@context":"https:\/\/schema.org","@graph":[{"@type":"Article","@id":"https:\/\/mysourcefunding.com\/?p=3635#article","isPartOf":{"@id":"https:\/\/mysourcefunding.com\/?p=3635"},"author":{"name":"News Room","@id":"https:\/\/mysourcefunding.com\/#\/schema\/person\/5062dafb0f932b59aa228f1a047332f4"},"headline":"Advertisers are (still) spending billions on clickbait","datePublished":"2023-07-02T14:07:58+00:00","dateModified":"2023-07-02T14:07:58+00:00","mainEntityOfPage":{"@id":"https:\/\/mysourcefunding.com\/?p=3635"},"wordCount":399,"commentCount":0,"publisher":{"@id":"https:\/\/mysourcefunding.com\/#organization"},"articleSection":["Marketing"],"inLanguage":"en-US","potentialAction":[{"@type":"CommentAction","name":"Comment","target":["https:\/\/mysourcefunding.com\/?p=3635#respond"]}]},{"@type":"WebPage","@id":"https:\/\/mysourcefunding.com\/?p=3635","url":"https:\/\/mysourcefunding.com\/?p=3635","name":"Advertisers are (still) spending billions on clickbait | Brandiary","isPartOf":{"@id":"https:\/\/mysourcefunding.com\/#website"},"datePublished":"2023-07-02T14:07:58+00:00","dateModified":"2023-07-02T14:07:58+00:00","description":"Nearly a quarter of every dollar spent on programmatic advertising is going toward \u201csuspect inventory,\u201d according to the Association of National","breadcrumb":{"@id":"https:\/\/mysourcefunding.com\/?p=3635#breadcrumb"},"inLanguage":"en-US","potentialAction":[{"@type":"ReadAction","target":["https:\/\/mysourcefunding.com\/?p=3635"]}]},{"@type":"BreadcrumbList","@id":"https:\/\/mysourcefunding.com\/?p=3635#breadcrumb","itemListElement":[{"@type":"ListItem","position":1,"name":"Home","item":"https:\/\/mysourcefunding.com\/"},{"@type":"ListItem","position":2,"name":"Advertisers are (still) spending billions on clickbait"}]},{"@type":"WebSite","@id":"https:\/\/mysourcefunding.com\/#website","url":"https:\/\/mysourcefunding.com\/","name":"Brandiary","description":"Latest Business and Startup News and Updates","publisher":{"@id":"https:\/\/mysourcefunding.com\/#organization"},"potentialAction":[{"@type":"SearchAction","target":{"@type":"EntryPoint","urlTemplate":"https:\/\/mysourcefunding.com\/?s={search_term_string}"},"query-input":"required name=search_term_string"}],"inLanguage":"en-US"},{"@type":"Organization","@id":"https:\/\/mysourcefunding.com\/#organization","name":"Brandiary","url":"https:\/\/mysourcefunding.com\/","logo":{"@type":"ImageObject","inLanguage":"en-US","@id":"https:\/\/mysourcefunding.com\/#\/schema\/logo\/image\/","url":"https:\/\/mysourcefunding.com\/wp-content\/uploads\/2023\/06\/b-logo-1.png","contentUrl":"https:\/\/mysourcefunding.com\/wp-content\/uploads\/2023\/06\/b-logo-1.png","width":381,"height":100,"caption":"Brandiary"},"image":{"@id":"https:\/\/mysourcefunding.com\/#\/schema\/logo\/image\/"}},{"@type":"Person","@id":"https:\/\/mysourcefunding.com\/#\/schema\/person\/5062dafb0f932b59aa228f1a047332f4","name":"News Room","image":{"@type":"ImageObject","inLanguage":"en-US","@id":"https:\/\/mysourcefunding.com\/#\/schema\/person\/image\/","url":"https:\/\/mysourcefunding.com\/wp-content\/uploads\/2023\/06\/avatar_user_1_1688031660-96x96.png","contentUrl":"https:\/\/mysourcefunding.com\/wp-content\/uploads\/2023\/06\/avatar_user_1_1688031660-96x96.png","caption":"News Room"},"sameAs":["https:\/\/mysourcefunding.com"],"url":"https:\/\/mysourcefunding.com\/?author=1"}]}},"_links":{"self":[{"href":"https:\/\/mysourcefunding.com\/index.php?rest_route=\/wp\/v2\/posts\/3635","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/mysourcefunding.com\/index.php?rest_route=\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/mysourcefunding.com\/index.php?rest_route=\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/mysourcefunding.com\/index.php?rest_route=\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/mysourcefunding.com\/index.php?rest_route=%2Fwp%2Fv2%2Fcomments&post=3635"}],"version-history":[{"count":1,"href":"https:\/\/mysourcefunding.com\/index.php?rest_route=\/wp\/v2\/posts\/3635\/revisions"}],"predecessor-version":[{"id":3637,"href":"https:\/\/mysourcefunding.com\/index.php?rest_route=\/wp\/v2\/posts\/3635\/revisions\/3637"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/mysourcefunding.com\/index.php?rest_route=\/wp\/v2\/media\/3636"}],"wp:attachment":[{"href":"https:\/\/mysourcefunding.com\/index.php?rest_route=%2Fwp%2Fv2%2Fmedia&parent=3635"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/mysourcefunding.com\/index.php?rest_route=%2Fwp%2Fv2%2Fcategories&post=3635"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/mysourcefunding.com\/index.php?rest_route=%2Fwp%2Fv2%2Ftags&post=3635"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}