ANA’s 2024 programmatic benchmark study: progress but challenges remain

The Association of National Advertisers (ANA) has released the results of its latest Programmatic Transparency Benchmark Study. The study identifies improvements in efficiency and reductions in media waste, but also underscores the on-going challenge of ensuring that more ad spend reaches consumers.

The analysis, which now includes Connected TV (CTV), confirms a 7.9% improvement in ad spend efficiency, meaning that for every $1,000 spent programmatically, $439 now reaches consumers. While this marks a 22% increase in overall ad spend productivity, it still means that more than half of programmatic spend is diverted before reaching its intended audience.

Key findings: more efficiency, less waste

The 2024 study reveals several positive trends in programmatic advertising:

• Improved ad spend efficiency: Marketers are seeing better returns, with an additional $79 per $1,000 in ad spend now reaching consumers.
• Decline in MFA (Made-for-Advertising) spending: MFA sites saw a sharp decline in ad spend allocation, from 15% in 2023 to just 6.2% in 2024. The median spend dropped from 10% to 1.1%, suggesting stronger controls against low-quality placements.
• More refined supply chains: The number of domains and apps used for programmatic advertising fell from 44,000 to 22,634, reflecting a shift toward more curated, brand-safe environments.
• Supply path optimization still a work in progress: Despite improvements, advertisers continue to rely on a high number of SSPs (Supply-Side Platforms), averaging 19 per campaign, signalling the need for further streamlining.
• Expanded access to log-level data (LLD): While more suppliers now provide LLD access, ANA noted that limitations remain.

ANA CEO Bob Liodice underscored the significance of these findings by saying: “As we work towards a future where programmatic media operates as a fair, accountable, and efficient global marketplace, it’s important to offer marketers a transparent picture of programmatic buying. The latest Programmatic Benchmark Study provides important insights into effective programmatic buying, offering brands true transparency in the evolving marketplace.”