Darren Davidson at The Australian has written today about Ebiquity’s recent analysis into media that is traded programmatically. The research scrutinises the money flows involved in programmatic media buying, to explain why we often find it is other media channels which perform better. It found that for every dollar spent programmatically, a publisher receives just 40c. Ebiquity’s Chief Strategy Officer, Nick Manning, then discusses the problem in more detail, identifying where the remaining 60 percent goes, and how its value to brands isn’t being quantified.
To read the article in full on The Australian’s website, please click here.
First featured on 20/03/2017