Episode Eleven: Phil Smith on Programmatic Supply Chain Transparency

In this episode, Mike Nicholson interviews Phil Smith, Director General, of ISBA about the impact and consequences of their ground-breaking and award-winning Programmatic Supply Chain Transparency Study.

In May 2020, ISBA published the findings of their Programmatic Supply Chain Study.

This report was the first of its kind funded by UK advertisers and ISBA and the study was carried out by PwC

The study with a remit to:

* Identify each element of the supply chain

* Understand the services delivered and the costs applied at each stage

* Provide a transparent picture by mapping supply chains from start to finish, using real market data.

The results were widely covered at the time, with the headlines largely focussing on:

* The ‘unknown delta’ of unattributed spend averaged 15% in this study

* The percentage of advertiser spend that reached publishers (“working media”) averaged 51%