Key findings from the study confirm the ongoing improvements observed since the 2023 Study (last published in June 2024) reflecting combined ad spend productivity growth of 22%. In the context of a $104 billion open web programmatic marketplace, this improvement translates to an additional $8.2 billion in ad spend productivity.
- Increased True Ad Spend Efficiency: For every $1,000 entering a DSP, 43.9 percent now reaches consumers, an improvement of 7.9 percentage points, or an additional $79 per $1,000, over prior figures.
- Decreased MFA Spending: The downward trend in MFA ad spend continued, with participating marketers reducing their MFA spend from 15 percent in 2023 to 6.2 percent, and the median dropping from 10 percent to 1.1 percent.
- Reduction in Publisher Count: The number of domains and apps has further declined, from 44,000 to 22,634, reflecting a trend toward more refined and secure ad placements.
- Supply Partner Optimization: The average number of SSPs used is slightly above the 2023 level of 19, indicating there is significant room for further optimization.
- Expanded Log Level Data (LLD) Access: Although most suppliers now offer LLD access, some limitations persist. New providers, listed in the Q3 2024 LLD Register (see page 24), include AdLook, Equative, TripleLift, Viant, and Yahoo, signaling continued progress in the availability of data critical for transparency.
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