After years of complaining about digital media fraud, brand safety and other problems, the Association of National Advertisers hopes to do something about it, starting a six-month pilot with what it hopes will be 35 marketers and more than $50 million in spending for 30 premium online publishers.
The goals include better measuring how much money ad-tech and other “middle players” are siphoning out of the digital media marketplace between advertisers and publishers.
Only 30 to 40 cents of every digital media dollar are estimated to actually reach publishers and result in an ad showing up, ANA CEO Bob Liodice said in a statement. The ad-tech companies that charge fees along the way argue that they add value by, for example, finding the right audiences or the best ad inventory. But the ANA sees much of those fees as a drag on marketers’ return, to say nothing of ad fraud that is hard to detect in all the complexity.
Source:: AdAge – Digital