Relevance: Data from Statista shows that programmatic ad spending in the U.S. has been increasing since 2020. In 2022, U.S. ad agencies spent nearly $198B on programmatic advertising, projected to reach almost $292B in 2026. However, the ANA report indicates that spending more does not equate to spending wisely. Advertisers face walled gardens and an increasingly inaccessible open web with new policies making advertising more difficult. Where to see the impact: Google and Meta are adjusting their ad platforms to keep advertising optional amid more stringent data-sharing policies. Google Chrome plans to depreciate cookies, and Apple is developing a closed ecosystem to sell ads. |
What the numbers say: A report by the Association of National Advertisers (ANA) reveals that 23% of open programmatic ad spend is wasted on ineffective ad placements on bad websites. Moreover, it was found that brands allocate 15% of their ad spend to clickbait websites with low-quality content.