The Association of National Advertisers' 2024 Programmatic Transparency Benchmark Study reveals a significant increase in efficiency, with 43.9% of $1,000 reaching consumers, up 7.9% from 2023.
Marketers have decreased their spending on low-value Made-for-Advertising publishers from 15% in 2023 to only 6.2% in 2024, indicating a trend toward more effective ad placements.
Connected TV (CTV) has emerged as a crucial platform, with 80% of marketers now using it, reflecting a substantial shift in programmatic advertising strategies.
The industry is witnessing a trend away from open marketplace spending, with only 41% of programmatic ad spending allocated to the open marketplace in 2024, down from 59%.
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