The Association of National Advertisers is searching for consultants to help it better understand where marketers’ money winds up during the automated digital ad-buying process, revisiting an issue that has vexed the industry for the better part of a decade.
A lack of transparency in automated digital ad buying, an increasingly complex process that requires participation from a number of ad, media and technology vendors, is costing advertisers billions of dollars in waste and making it difficult for them to plan their investments, said Bob Liodice, chief executive of the ANA.
The ANA’s effort echoes a push it began more than five years ago over advertisers’ concerns as they began increasing their investments in data and technology to target digital ads to consumers. Fears of unethical business practices prompted an ANA investigation that ultimately found undisclosed rebates for agencies and other nontransparent practices were pervasive in the U.S.
Deloitte
CMO Insights and Analysis from Deloitte