Programmatic ad transactions have surged, now comprising over 88% of US display ad expenditures, with an increase in connected TV (CTV) spending. This growth fosters efficiency in media buying, allowing advertisers to better manage campaigns and minimize wasted spending. However, the fee structures involved are complex, often incorporating multiple parties like DSPs and SSPs, leading to significant cuts in ad revenue. Savvy buyers who comprehend these fees can optimize their spending and improve campaign effectiveness by reallocating preserved budget towards media efforts.
Programmatic transactions now account for over 88% of US display ad spend, with programmatic CTV growing rapidly.
Economic pressures in the ecosystem create opportunities for greater efficiency. Buyers who understand the fee structure can redirect saved funds into working media.
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