Executive Summary - Programmatic Supply Chain Transparency Study

In January 2018, ISBA’s Performance and Programmatic Steering Group, representing the UK’s advertisers, posed a simple question: what does my programmatic supply chain look like and how can I assess its value in terms of working media? And it tasked ISBA with finding out the answer.

PwC’s report for ISBA and its members is about far more than answering our members’ simple question – what does my programmatic supply chain look like and cost? The study took a year to set up and a further year to carry out, revealing a market ripe for fundamental reformation to make it fit for purpose. The findings in this unique, world-first industry report, delivers the evidence to involve all stakeholders – advertisers, agencies, publishers and the ad tech sector itself, to urgently collaborate openly, honestly and constructively around shaping a trading market that is transparent, fair, safe and predictable where all interests can thrive equally. Indeed, these cross industry discussions have already begun.