ISBA-广告程序化购买供应链透明度调查（英文）-2020.7-23页_1mb

ISBA Programmatic Supply Chain Transparency Study Summary

Core Content

This study, led by ISBA and supported by PwC and the AOP, aimed to provide a detailed and transparent view of the UK programmatic supply chain. It involved 15 advertisers, 12 publishers, 8 agencies, 5 DSPs, 6 SSPs, and examined over 267 million impressions, with 31 million successfully matched. The goal was to understand how much of advertiser spend reaches publishers as working media and to identify unattributable costs in the supply chain.

Main Findings

• Working Media: Half of advertiser spend reaches publishers, with an average of 51%.
• Unknown Delta: 15% of advertiser spend is unattributable, representing approximately one-third of supply chain costs. This could be due to various factors such as data limitations, DSP/SSP fees, bid shading, financing arrangements, foreign exchange translations, and inventory reselling.
• Supply Chain Complexity: The supply chain is highly complex, with nearly 300 distinct paths to reach 12 publishers. This complexity contributes to a lack of transparency.
• Data Challenges: There are inconsistencies in data definitions, taxonomies, and formats across the supply chain, making data matching and analysis difficult. These issues caused the study to take longer than expected.

Key Recommendations

For Advertisers

• Understand the Unknown Delta: Advertisers should engage with industry initiatives like sellers.json and OpenRTB SupplyChain object to reduce unauthorised reselling.
• Maximise PMP Spend: Consider increasing PMP (Private Marketplace) volumes over OMP (Open Marketplace) to improve transparency and efficiency.
• Engage with Agencies: Advertisers should work closely with agencies to understand how their spend is being managed and ensure that log-level data is accessible.
• Standardise Reporting: Ensure consistent reporting practices across agencies and DSPs to facilitate performance analysis.
• Use Verification Tools: Advertisers should ensure they are using all relevant verification tools for ad serving, fraud detection, viewability, and brand safety.

For Publishers

• Audit SSPs: Regularly audit SSPs to ensure they are fulfilling their contractual obligations.
• Update Contracts: Review and update SSP contracts to reflect current technologies and practices, such as Exchange Bidding.
• Standardise Contract Terms: Ensure that contract terms like gross vs net revenue are clearly defined and consistently applied.
• Monitor at Log Level: Publishers should monitor impression volumes and revenues at the log level to reduce discrepancies and optimise supply chains.
• Engage with Industry Initiatives: Publishers should support initiatives aimed at increasing transparency and reducing unauthorised reselling.

For the Industry

• Standardise Contracts and T&Cs: Develop and implement standardised terms and conditions across all participants to facilitate data sharing.
• Consistent Data Definitions: Ensure uniformity in data definitions, taxonomies, and retention policies to improve data linkage and analysis.
• Define Transparency: Establish a consistent definition of transparency for all programmatic supply chain participants to enable meaningful comparisons and incentivise good behavior.
• Collaborate on Data Sharing: All industry participants should work together to improve standardisation and data sharing, enabling independent supply chain verification.

Conclusion

The study highlights the need for urgent industry-wide collaboration to improve transparency, standardise contracts and data formats, and reduce unattributable costs. These actions are essential for creating a more predictable, fair, and efficient programmatic market where all stakeholders can benefit equally. The findings and recommendations aim to serve as a catalyst for change, encouraging open and constructive dialogue across the advertising ecosystem.