ISBA Programmatic Supply Chain Transparency Study

Isba has called for an immediate investigation into the “unknown delta” that is extracting one-third of supply chain spend, a move which will require industry collaboration, and for standardisation across “a range” of contractual and technological areas.

The Isba Programmatic Supply Chain Transparency Study, carried out by PwC, attempted to map the programmatic advertising supply chains and learn where the value is being extracted. Data was collected from 15 advertisers, eight agencies, five demand side platforms (DSPs), six supply side platforms (SSPs) and 12 publishers for the study, accounting f... See more

The Incorporated Society of British Advertisers (Isba) has released the results of an in-depth probe into the adtech supply chain, finding that publishers receive only 51% of advertiser spend. One-third of supply chain costs were unattributed, which may force transparency from the convoluted process going forward.