Ad Tech Briefing: $26.8 billion still wasted in programmatic despite MFA crackdown

"Many consider supply-path consolidation a yardstick for the maturation of ad tech; indeed, it has been a buzzword for the sector since the late 2010s, as programmatic advertising became the default means of allocating digital ad budgets. But recent findings demonstrate that actual effectiveness requires sustained pressure. The Association of National Advertisers released its Q2 2025 Programmatic Transparency Benchmark earlier this month, highlighting ongoing inefficiencies in the digital advertising supply chain despite some progress. According to the report, approximately $26.8 billion in global programmatic media value is still lost annually due to factors such as redundant supply paths, measurement gaps, and low-quality inventory."

"Efficiency gap: The TrueCPM Index, a measure of media efficiency, slipped from 37.8% to 36.5%, indicating a persistent gap between cost and quality. CTV growth: Programmatic CTV spending rose sharply, from 30.4% to 44.2%, providing access to premium inventory but also exposing new efficiency and measurement issues. SPO: The median number of supply-side platforms fell from 19 to 17, while the number of active domains dropped from 53,799 to 28,958, suggesting more concentrated spending."

Approximately $26.8 billion in global programmatic media value is lost annually due to redundant supply paths, measurement shortfalls, and low-quality inventory. The TrueCPM Index declined from 37.8% to 36.5%, reflecting a persistent cost-versus-quality efficiency gap. Programmatic CTV spending climbed from 30.4% to 44.2%, increasing access to premium inventory but creating new measurement and efficiency challenges. Median supply-side platforms per campaign fell from 19 to 17 and active domains dropped from 53,799 to 28,958, indicating more concentrated spending. Private marketplace transactions rose to 87.8% of spend, MFA exposure fell for many advertisers, and ANA launched a real-time Online Benchmark tool.

Read at Digiday