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1、11ISBAPROGRAMMATICSUPPLYCHAINTRANSPARENCYSTUDYInassociationwiththeAOP,carriedoutbyPwCMay2020ISBAprogrammaticsupplychaintransparencystudy2ISBAprogrammaticsupplychaintransparencystudyPART1INTRODUCTIONIntroduction–ISBAInJanuary2018,ISBA’sPerformanceandProgrammaticSteeringGroup,representingtheUK’sadv
2、ertisers,posedasimplequestion:whatdoesmyprogrammaticsupplychainlooklikeandhowcanIassessitsvalueintermsofworkingmedia?AndittaskedISBAwithfindingouttheanswer.Thesimplicityofthisperfectlyreasonablequestionbeliedthecomplexityinvolvedindiscoveringtheanswer.TakinglearningsfromtheWFA’s(WorldFederationof
3、Advertisers)2014,nowfamous‘Waterfall’report,andthe2016Programmatic:SeeingThroughtheFinancialFogreportbytheANA(ISBA’sUSequivalent),ISBAhasgonethenextstepcreatingaforensicend-to-endstudy,fromadvertisertopublisher.WorkinginpartnershipwiththeAOP(AssociationofOnlinePublishers)whosemembershaveprovidedt
4、hepublisherdata,andcommissioningPwCtoconnectandauditsupplyanddemand,thisstudytracksdisclosedmediaonly.Asyou’llread,PwC’sreportforISBAanditsmembersisaboutfarmorethanansweringourmembers’simplequestion–whatdoesmyprogrammaticsupplychainlooklikeandcost?Thestudytookayeartosetupandafurtheryeartocarryout
5、,revealingamarketripeforfundamentalreformationtomakeitfitforpurpose.Thefindingsinthisunique,world-firstindustryreport,deliverstheevidencetoinvolveallstakeholders–advertisers,agencies,publishersandtheadtechsectoritself,tourgentlycollaborateopenly,honestlyandconstructivelyaroundshapingatradingmarke
6、tthatistransparent,fair,safeandpredictablewhereallinterestscanthriveequally.Indeed,thesecross-industrydiscussionshavealreadybegun.Thisprojectwhichhaslastedfarlongerthancouldhavebeenreasonablyanticipated,isbroughttoyoubecauseourparticipatingadvertisersbackedandfundedit.However,itshouldbenotedthatt
7、hefinalcostoftheprojectwasafactorofmanytimesthecollectiveinvestmentofourmemberadvertisers,duetothesignificantchallengesfacedandmetbyPwC.Onbehalfofthose15advertisersandthewiderISBAmembership,IwanttothanktheAOPandits12pa
