A major study has revealed the alarming extent of the labyrinth-like supply chain involved in online advertising, and reveals that around 50% of the money spent by advertisers is gobbled up by middlemen.
The two-year study, published by the Incorporated Society of British Advertisers (ISBA) and carringied out by PwC, is the first to look in detail at the supply chain of online advertising, a market worth around £2 billion in the UK, and some £100 billion worldwide.
In addition to discovering that half a brand’s adspend never reaches the publisher, researchers also found they were completely unable to trace 15% of the money spent by advertisers.
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