From the course: Programmatic Advertising Foundations
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Programmatic pitfalls - Adwords Tutorial
From the course: Programmatic Advertising Foundations
Programmatic pitfalls
- [Narrator] Programmatic Pitfalls. In 2020, the ISBA, partnering with global brand advertisers, conducted a first of its kind industry-wide study to map the programmatic market. The goal was to track and match the programmatic spend by brands and agencies to the publishers. The first revelation of the report was the inability to track 88% of 267 million ad impressions. This is attributed to low data quality, a factor that was the purpose for this report from the start. The study found that publishers receive about 50% or less of the advertisers' spend. Fees charged to advertisers are agency fees, DSP fees, SSP fees, and tech fees. The surprise was that an average of 15% of the advertisers' spend simply disappears and it can't be tracked or attributed. According to this report, this is what happens for every dollar of ad spend. And remember, the programmatic industry is a $700 billion a year industry. A $1 spend…
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