May 18, 2017

Allocation of Programmatic Ad Fees in North America, by Service Partner, May 2015-April 2017 (among impressions analyzed by ANA, ACA, Ebiquity and Ad/Fin)


Data was provided to eMarketer by Association of National Advertisers (ANA).


Data is from the May 2017 Association of National Advertisers (ANA), Association of Canadian Advertisers (ACA), Ebiquity and Ad/Fin report titled "Programmatic: Seeing Through the Financial Fog." 16.4 billion ad impressions purchased on behalf of 7 major advertisers across 5 programmatic DSPs were analyzed during May 2015-April 2017. The advertisers span 30 major brands in auto, banking, beauty, CPG, fashion and travel. The data included both private marketplace (PMP) and real-time bidding (RTB) transactions. Over 95% of data was bought directly by the media agency and/or DSP as a managed service. The study did not directly investigate supply-side programmatic costs and fees incurred between the publisher and trading partners. The study does not include any potential effects of ad fraud, nonhuman traffic, viewability or brand safety. Ebiquity is a provider of independent marketing analytics to brands. Ad/Fin is a source for programmatic media trading intelligence.