Marketers Plan Study to Shine Light on the Murky Business of Automated Ad Buying
https://www.wsj.comThe 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.