From the 2024 Programmatic Transparency Benchmark Report, TAG TrustNet and ANA discovered 3 key findings:
- Significant drop in MFA spend
The percentage of media dollars spent on MFAs has dropped from 15 percent to 4 percent, suggesting that advertisers are taking greater control following heavy press coverage of last year’s study results.
- Drop in the number of Domains
The average number of websites and apps on which campaigns run have also dropped from 44,000 to 23,000
- More advertisers focusing on fewer number of supply partners
A high percentage of advertisers have reduced their number of SSP and exchange partners.
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