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A “groundbreaking” study—a term used by the report’s authors—found that publishers receive only a little more than half (51%) of advertisers’ spend. The report, published today by the ISBA, the U.K. trade body for brand-side marketers, raises concerns about transparency in the digital media ecosystem, which are also shared by their U.S. counterparts.
The report, conducted by auditing firm PricewaterhouseCoopers, builds on earlier studies by the ANA and WFA. It looked at campaign activity accounting for £100 million ($123 million) worth of media spend.