The realm of digital advertising has undergone significant transformation with the advent of programmatic advertising, which automates the buying and selling of ad space, making it efficient and scalable. However, this efficiency comes with its innate challenges and pitfalls, as highlighted in the ANA's latest report on media supply chain transparency, released on December 6, 2023. There were many key themes but the few that stick out surround inventory quality and access to direct DSP relationships vs using resellers as many do and the misalignment of incentives, particularly when advertisers prioritize lower costs (cheap CPMs) over the value or quality of the ad placements.
ANA's Programmatic Media Supply Chain Study, December 2023; Déjà Vu All Over Again
![ANA's Programmatic Media Supply Chain Study, December 2023; Déjà Vu All Over Again](/media/articles/ana_report_cover_dec_23_ybvmCgO.png.550x380_q85_box-16%2C0%2C942%2C643_crop.png.webp)