A landmark report exploring how advertisers’ payments are distributed throughout the complex ad-tech ecosystem has prompted much finger-pointing and some handwringing within the industry.
The Incorporated Society of British Advertisers (ISBA) trade body for marketers commissioned PricewaterhouseCoopers to audit more than $120 million in media spend. The report, released last week, found that only 51% of the amount advertisers shell out for online ad placement actually makes its way to publishers. These findings echo earlier reports by its U.S.
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