A Programmatic Buyer's Look at the “Unknown Delta”
Recently the Incorporated Society of British Advertisers (ISBA) set out to shine a light on the programmatic advertising supply chain, but despite exhaustive efforts to map and attribute every advertising dollar, the subsequent report could not account for a sizable fraction of digital advertising budgets. This "unknown delta," as the ISBA calls it, is associated with causes ranging from fraud to inventory reselling. But regardless of the reasons, the ISBA report exposes a complex system that lacks transparency.
"[The unknown delta] is not meant to be assumed as fraud....This is important for anyone who is thoughtfully assessing this study; the unknowns can ideally become knowns."
- Rachel Adams, Head of Media Activation US, MightyHive
The ISBA report is the focus of the latest episode of Live with MightyHive and features Rachel Adams, Head of Media Activation, MightyHive US. Adams brings years of agency buying experience and countless hours working with MightyHive clients on in-housing strategies and implementation. Together with Senior Director of Marketing Myles Younger, the two cover some of the report’s findings and strategies for optimizing the digital advertising supply chain and improving transparency.
This episode of "Live with MightyHive covers:
- Findings from the ISBA report
- The advantages of simplifying your supply chain
- The increasingly important role of transparency
Get the Video
Watch Episode 3: A Programmatic Buyer's Look at the ISBA Report's “Unknown Delta”, and view the slides below.
And check out MightyHive CEO Pete Kim's thoughts on the ISBA report here: Marketers Deserve Better.
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