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Champions of Growth Podcast
Marketers Need a Sharper Antenna for Programmatic Advertising
Mar 6, 2024
Bill Duggan, Group EVP at the ANA, discusses the wastage of ad dollars in programmatic ad buying. Marketers could save $22 billion with more efficiency. Tips include reducing the number of websites used for advertising, balancing cost efficiency, and navigating information asymmetry in programmatic advertising.
22:24
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Quick takeaways
- Marketers could save $22 billion in programmatic ad buying efficiency gains by optimizing investments.
- Scrutinizing ad placement on low-quality websites is essential for ensuring brand safety and effectiveness in programmatic advertising.
Deep dives
Efficiency Gains in Programmatic Ad Buying
Marketers have experienced wastage in programmatic ad spending, with the ANA Programmatic Media Supply Chain Transparency Study revealing an opportunity of $22 billion in efficiency gains. This study emphasized the challenge of data access, strategy, and information symmetry, highlighting the need for marketers to optimize their programmatic investments.
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Discover
highlights
Listen to the best highlights from the podcasts you love and dive into the full episode