{"id":4407,"date":"2023-01-30T01:33:10","date_gmt":"2023-01-30T06:33:10","guid":{"rendered":"https:\/\/advertisingweek.com\/aw360\/2023\/01\/30\/the-journey-towards-better-transparency-isnt-over-the-industry-reacts-to-isbas-latest-programmatic-supply-chain-study\/"},"modified":"2023-01-30T01:33:10","modified_gmt":"2023-01-30T06:33:10","slug":"the-journey-towards-better-transparency-isnt-over-the-industry-reacts-to-isbas-latest-programmatic-supply-chain-study","status":"publish","type":"post","link":"https:\/\/advertisingweek.com\/aw360\/news\/the-journey-towards-better-transparency-isnt-over-the-industry-reacts-to-isbas-latest-programmatic-supply-chain-study\/4407\/","title":{"rendered":"\u201cThe Journey Towards Better Transparency Isn\u2019t Over\u201d: The Industry Reacts to ISBA\u2019s Latest Programmatic Supply Chain Study"},"content":{"rendered":"\n

By R. Larsson, Advertising Week<\/em><\/p>\n\n\n\n\n\n

It\u2019s been three years since ISBA\u2019s first Programmatic Supply Chain Transparency Study offered a worrying insight into the lack of transparency across the programmatic industry. Now, the second iteration of the study brings new revelations to the forefront, while shining a light on progress \u2013 key findings include a significant reduction in ad spend\u2019s \u2018unknown delta\u2019, as well as a huge increase in match rates from 12% to 58%.<\/p>\n\n\n\n\n\n\n\n

While these findings have left many feeling hugely impressed with the progress that\u2019s taken place, others are still pondering how much there is still to uncover before full transparency and confidence is secured.<\/p>\n\n\n\n\n\n\n\n

We asked industry experts to share their thoughts on the latest findings:<\/p>\n\n\n\n\n

Richard Reeves<\/strong><\/a>, Managing Director, <\/strong>Association of Online Publishers<\/strong><\/a><\/h2>\n

\u201cTaking these trends as universal would suggest the unknown delta has almost gone. Instead, the report shows premium buyers and sellers have found they can fuel greater fairness and clarity by streamlining their supply chains: especially moving to PMPs. Minimising SSP and DSP partners has allowed them to curb inefficiency, leakage and complexity; all of which are ongoing problems for mid and long-tail inventory. The vast majority have also enjoyed higher data quality, mostly thanks to the data field list. Combined with improved log-level data access, standardised requirements are the key reason match rates have seen such a huge spike.<\/p>\n\n\n\n\n\n

But although we now have proof of the powerful positive change collaborative initiatives drive, the journey towards better transparency isn\u2019t over. Reducing reliance on third-party intermediaries is still vital to build closer, direct trading relationships that ensure more spend reaches publishers \u2014 as is more buy-side focus on working with smaller numbers of high-value sites. Meanwhile, gaining full understanding of programmatic health will mean expanding studies to the full media spectrum; including mid and long-tail placements.\u201d<\/p>\n\n\n\n\n

Nicholas Flood<\/strong><\/a>, Global Ad Product & Revenue Operations Director, <\/strong>Future<\/strong><\/a><\/h2>\n

“Future is proud to have taken part in such a key study of programmatic advertising and it has been great to see this level of progress in just two years. The latest report provides proof that with better standardisation of data and easier access to log level information, major improvements can be made to increase supply chain transparency.<\/p>\n\n\n\n\n\n

\u201cBut there is still work to be done across all areas of the supply chain to improve the eventual revenue premium publishers see and cut out wastage.<\/p>\n\n\n\n\n\n\n\n

“We’d like to see more advertiser spend directed to publishers investing heavily in both journalism and platforms that provide not only data transparency but greater insights that improve product offerings.”<\/p>\n\n\n\n\n

Karen Nelson-Field<\/strong><\/a>, CEO and Founder, <\/strong>Amplified Intelligence<\/strong><\/a><\/h2>\n

\u201cWhile this study provides further illumination on the \u201cunknown delta\u201d, it still doesn\u2019t take into account the other unknown for many in the industry: true human attention to ads. The cross-industry taskforce has done great work in making investment more traceable, to the impression level, but it doesn\u2019t address the fact that being able to attribute spend to time-in-view actually means very little in terms of human attention. Even with fraud reduced, measurement can\u2019t be used as a yardstick if the unit it uses isn\u2019t equal \u2013 with that in mind, i’d suggest there is some way to go before advertisers can get a clear picture of both where their money goes and what it delivers.\u201d<\/p>\n\n\n\n\n

Romain Job<\/strong><\/a>, Chief Strategy Officer, <\/strong>Equativ<\/strong><\/a><\/h2>\n

\u201cDespite aggressive moves from big players to sustain high take rates, and control, by vertically integrating their suites and limiting transaction traceability, rising adoption of supply chain signals is driving better clarity \u2013 feeding most ad decisioning and helping to close the ad spend black hole. The study also confirms the ongoing move from open auctions to private marketplaces, with curated marketplaces having a virtuous effect on spend traceability and supply chain efficiency. It\u2019s clearly leading to greater working media for buyers, as well as higher revenue for publishers.<\/p>\n\n\n\n\n\n

This progress, however, also feels surprisingly slow. In an industry where data is plentiful and algorithms are becoming more sophisticated by the day, squaring blind spots shouldn\u2019t take so long. While we can be proud of achievements so far, the ad tech space has the capacity to do more, much faster and little excuse for dragging its heels.\u201d<\/p>\n\n\n\n\n

Andy Ashley<\/strong><\/a>, Global Marketing Director, <\/strong>SmartFrame<\/strong><\/a> Technologies<\/strong><\/a><\/h2>\n

\u201cWith the advertising industry facing economic pressure, it is reassuring for premium publishers to see a bigger slice of the programmatic pie come to their table. Greater transparency across the supply chain is crucial to heighten accountability and nurture trust in the programmatic ecosystem and continued efforts in this space \u2013 such as this latest update from ISBA, IAB Europe\u2019s Transparency and Consent Framework and the Content Authenticity Initiative \u2013 benefit everyone. Clarity will be crucial in the turbulent year ahead to enable publishers to make informed decisions, ensure a quality advertising experience for their audiences and maximise ad revenue.\u201d<\/p>\n\n\n\n\n

Ben Erdos<\/strong><\/a>, Chief Services Officer at <\/strong>Total Media Solutions<\/strong><\/a><\/h2>\n

\u201cThese are impressive improvements in a little over two years and with the current economic uncertainty, will put publishers on more stable footing. That said, there is still much to do and any percentage of unaccounted for spend is a problem for publishers. This is especially true towards the premium end of the market. The invaluable and compelling first-party data stories this tier of publication often offers means they should be demanding greater transparency and value from partners.<\/p>\n\n\n\n\n\n

The truth is programmatic is getting more challenging for many of these larger, more premium publications. With Programmatic Direct clearly delivering greater value and reducing missing spend, I believe we are likely to see more premium publishers capitalising on these channels or PMPs.\u201d<\/p>\n\n\n\n\n

Emmanuel Josserand<\/strong><\/a>, Senior Director, Brand, Agency and Industry Relations at <\/strong>FreeWheel<\/strong><\/a><\/h2>\n

\u201cIt\u2019s very promising that we now have a clearer picture of the premium programmatic ecosystem \u2014 one that is significantly more optimistic about the unknown delta. As the study highlights, it remains highly important for the buy- and sell-sides to increase their focus on collaboration and industry initiatives to unlock quality data. Critically, this ethos will have broader positive effects on the development of stronger measurement solutions across all types of media, as we are seeing in the TV ecosystem, with concerted efforts to provide more transparency around audience data.\u201d<\/p>\n\n\n\n\n

Julien Gardès<\/strong><\/a>, Managing Director, Supply – EMEA & APAC,<\/strong> TripleLift <\/strong><\/a><\/h2>\n

\u201cThe increased transparency of the programmatic supply chain is not only impressive, but much needed for the entire industry. Not only does it provide advertisers with\u00a0 more confidence that their spend reaches the desired target but a boost in publishers\u2019 revenues means more money is going towards supporting quality media, which in turn helps improve the quality of advertising and, ultimately, the user experience.<\/p>\n\n\n\n\n\n

\u201cThe push for greater transparency also allows advertisers to be more effective with their spend. By working alongside partners that have a direct relationship with publishers, as well as integrations with DSPs, brands can consolidate their supply partners across multiple media types, ensuring spend is effective and accounted for.\u201d<\/p>\n\n\n\n\n

Oleksii Borysov<\/strong><\/a>, VP of Product, <\/strong>MGID<\/strong><\/a><\/h2>\n

\u201cThe improvements since 2020 are a clear sign that the consistent work both the supply and demand side have put into path optimisation is paying off. This streamlining has in turn helped exclude the unwanted intermediates who take commission but don’t bring additional value. Industry initiatives like sellers.json have also helped simplify the process, while new versions of ads.txt are giving more clarity on who acts in which role in the chain, providing advertisers with more data on which to base bidding decisions.<\/p>\n\n\n\n\n\n

\u201cAs the cookie continues to deprecate, the wider adoption of unified identifiers, including UUID 2.0, ID5 and LiveRamp by both publishers and SSPs, along with activation of first-party data collection by publishers, will ensure the increased match rates we are seeing don\u2019t drop. Already, we\u2019re seeing how these positively impact match rates in cookieless environments like Safari and Firefox.\u201d<\/p>\n\n\n\n\n

Michael Brooks<\/strong><\/a>, Chief Operating Officer, <\/strong>Verve Group<\/strong><\/a><\/h2>\n

\u201cFor unattributable ad spend to decrease 80% over two years is remarkable. With a recession looming and budgets being stretched, it\u2019s now vital for marketers to get more value from their media. The premium programmatic ecosystem has made real change and brought light to a lot of the darkness but there\u2019s still room to improve.<\/p>\n\n\n\n\n\n

\u201cFor publishers, multiple changes including Apple\u2019s App Tracking Transparency framework have impacted their business, so the industry\u2019s ability to deliver an additional 8% of programmatic spend to sellers is a much-needed boon with monetisation headwinds on the horizon. This measurement is a key yardstick for how the ad tech layer judges itself: how much power can it deliver from the media dollar to the content creator?\u201d<\/p>\n\n\n\n\n

Benjamin Dunkel<\/strong><\/a>, Vice President, Ecosystem Growth, at <\/strong>Alkimi<\/strong><\/a><\/h2>\n

\u201cIt\u2019s reassuring to see the digital advertising industry share our mission to bring more transparency to the supply chain. Unattributed spend coming down from 15% to only 3% shows the importance of vendors sharing detailed data rather than simply high-level summaries. But this figure can be brought down even further if all transactions are run through a blockchain-based exchange.<\/p>\n\n\n\n\n\n

\u201cISBA\u2019s latest audit reveals a limitation in how data is logged and accessed, where there were disparities between each vendor\u2019s methods; blockchain technology can provide a standard in this. A public ledger of all transaction data also guarantees that data has not been tampered with, allowing all parties to carry out an audit with complete faith that their sources can be trusted.\u201d<\/p>\n","protected":false},"excerpt":{"rendered":"

We asked industry experts to share their thoughts on the latest findings.<\/p>\n","protected":false},"author":7,"featured_media":4408,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"content-type":"","editor_notices":[],"footnotes":""},"categories":[1],"tags":[5],"topics":[2],"class_list":["post-4407","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-news","tag-data","topics-editorial"],"acf":[],"yoast_head":"\n\u201cThe Journey Towards Better Transparency Isn\u2019t Over\u201d: The Industry Reacts to ISBA\u2019s Latest Programmatic Supply Chain Study | AW360<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/advertisingweek.com\/aw360\/news\/the-journey-towards-better-transparency-isnt-over-the-industry-reacts-to-isbas-latest-programmatic-supply-chain-study\/4407\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"\u201cThe Journey Towards Better Transparency Isn\u2019t Over\u201d: The Industry Reacts to ISBA\u2019s Latest Programmatic Supply Chain Study\" \/>\n<meta property=\"og:description\" content=\"We asked industry experts to share their thoughts on the latest findings.\" \/>\n<meta property=\"og:url\" content=\"https:\/\/advertisingweek.com\/aw360\/news\/the-journey-towards-better-transparency-isnt-over-the-industry-reacts-to-isbas-latest-programmatic-supply-chain-study\/4407\/\" \/>\n<meta property=\"og:site_name\" content=\"AW360\" \/>\n<meta property=\"article:published_time\" content=\"2023-01-30T06:33:10+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/advertisingweek.com\/aw360\/wp-content\/uploads\/sites\/3\/2023\/01\/workflow-or-working-process-project-progress-milestone-or-achievement-tracking-work.jpg_s1024x1024wisk20cXgwzi2T_84aO1FB93QdQA56LnT_bmYcrEs20dCmQGuw.jpg\" \/>\n\t<meta property=\"og:image:width\" content=\"1600\" \/>\n\t<meta property=\"og:image:height\" content=\"900\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/jpeg\" \/>\n<meta name=\"author\" content=\"Advertising Week\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"Advertising Week\" \/>\n\t<meta name=\"twitter:label2\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"8 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\\\/\\\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\\\/\\\/advertisingweek.com\\\/aw360\\\/news\\\/the-journey-towards-better-transparency-isnt-over-the-industry-reacts-to-isbas-latest-programmatic-supply-chain-study\\\/4407\\\/#article\",\"isPartOf\":{\"@id\":\"https:\\\/\\\/advertisingweek.com\\\/aw360\\\/news\\\/the-journey-towards-better-transparency-isnt-over-the-industry-reacts-to-isbas-latest-programmatic-supply-chain-study\\\/4407\\\/\"},\"author\":{\"name\":\"Advertising Week\",\"@id\":\"https:\\\/\\\/advertisingweek.com\\\/aw360\\\/#\\\/schema\\\/person\\\/ae698b8b96e141836006836db70d9e69\"},\"headline\":\"\u201cThe Journey Towards Better Transparency Isn\u2019t Over\u201d: The Industry Reacts to ISBA\u2019s Latest Programmatic Supply Chain Study\",\"datePublished\":\"2023-01-30T06:33:10+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\\\/\\\/advertisingweek.com\\\/aw360\\\/news\\\/the-journey-towards-better-transparency-isnt-over-the-industry-reacts-to-isbas-latest-programmatic-supply-chain-study\\\/4407\\\/\"},\"wordCount\":1603,\"publisher\":{\"@id\":\"https:\\\/\\\/advertisingweek.com\\\/aw360\\\/#organization\"},\"image\":{\"@id\":\"https:\\\/\\\/advertisingweek.com\\\/aw360\\\/news\\\/the-journey-towards-better-transparency-isnt-over-the-industry-reacts-to-isbas-latest-programmatic-supply-chain-study\\\/4407\\\/#primaryimage\"},\"thumbnailUrl\":\"https:\\\/\\\/advertisingweek.com\\\/aw360\\\/wp-content\\\/uploads\\\/sites\\\/3\\\/2023\\\/01\\\/workflow-or-working-process-project-progress-milestone-or-achievement-tracking-work.jpg_s1024x1024wisk20cXgwzi2T_84aO1FB93QdQA56LnT_bmYcrEs20dCmQGuw.jpg\",\"keywords\":[\"Modern Marketing + Measurement\"],\"articleSection\":[\"News\"],\"inLanguage\":\"en-US\"},{\"@type\":\"WebPage\",\"@id\":\"https:\\\/\\\/advertisingweek.com\\\/aw360\\\/news\\\/the-journey-towards-better-transparency-isnt-over-the-industry-reacts-to-isbas-latest-programmatic-supply-chain-study\\\/4407\\\/\",\"url\":\"https:\\\/\\\/advertisingweek.com\\\/aw360\\\/news\\\/the-journey-towards-better-transparency-isnt-over-the-industry-reacts-to-isbas-latest-programmatic-supply-chain-study\\\/4407\\\/\",\"name\":\"\u201cThe Journey Towards Better Transparency Isn\u2019t Over\u201d: The Industry Reacts to ISBA\u2019s Latest Programmatic Supply Chain Study | AW360\",\"isPartOf\":{\"@id\":\"https:\\\/\\\/advertisingweek.com\\\/aw360\\\/#website\"},\"primaryImageOfPage\":{\"@id\":\"https:\\\/\\\/advertisingweek.com\\\/aw360\\\/news\\\/the-journey-towards-better-transparency-isnt-over-the-industry-reacts-to-isbas-latest-programmatic-supply-chain-study\\\/4407\\\/#primaryimage\"},\"image\":{\"@id\":\"https:\\\/\\\/advertisingweek.com\\\/aw360\\\/news\\\/the-journey-towards-better-transparency-isnt-over-the-industry-reacts-to-isbas-latest-programmatic-supply-chain-study\\\/4407\\\/#primaryimage\"},\"thumbnailUrl\":\"https:\\\/\\\/advertisingweek.com\\\/aw360\\\/wp-content\\\/uploads\\\/sites\\\/3\\\/2023\\\/01\\\/workflow-or-working-process-project-progress-milestone-or-achievement-tracking-work.jpg_s1024x1024wisk20cXgwzi2T_84aO1FB93QdQA56LnT_bmYcrEs20dCmQGuw.jpg\",\"datePublished\":\"2023-01-30T06:33:10+00:00\",\"breadcrumb\":{\"@id\":\"https:\\\/\\\/advertisingweek.com\\\/aw360\\\/news\\\/the-journey-towards-better-transparency-isnt-over-the-industry-reacts-to-isbas-latest-programmatic-supply-chain-study\\\/4407\\\/#breadcrumb\"},\"inLanguage\":\"en-US\",\"potentialAction\":[{\"@type\":\"ReadAction\",\"target\":[\"https:\\\/\\\/advertisingweek.com\\\/aw360\\\/news\\\/the-journey-towards-better-transparency-isnt-over-the-industry-reacts-to-isbas-latest-programmatic-supply-chain-study\\\/4407\\\/\"]}]},{\"@type\":\"ImageObject\",\"inLanguage\":\"en-US\",\"@id\":\"https:\\\/\\\/advertisingweek.com\\\/aw360\\\/news\\\/the-journey-towards-better-transparency-isnt-over-the-industry-reacts-to-isbas-latest-programmatic-supply-chain-study\\\/4407\\\/#primaryimage\",\"url\":\"https:\\\/\\\/advertisingweek.com\\\/aw360\\\/wp-content\\\/uploads\\\/sites\\\/3\\\/2023\\\/01\\\/workflow-or-working-process-project-progress-milestone-or-achievement-tracking-work.jpg_s1024x1024wisk20cXgwzi2T_84aO1FB93QdQA56LnT_bmYcrEs20dCmQGuw.jpg\",\"contentUrl\":\"https:\\\/\\\/advertisingweek.com\\\/aw360\\\/wp-content\\\/uploads\\\/sites\\\/3\\\/2023\\\/01\\\/workflow-or-working-process-project-progress-milestone-or-achievement-tracking-work.jpg_s1024x1024wisk20cXgwzi2T_84aO1FB93QdQA56LnT_bmYcrEs20dCmQGuw.jpg\",\"width\":1600,\"height\":900,\"caption\":\"Workflow or working process, project progress, milestone or achievement tracking, work experience or journey concept, businessman using pencil to draw workflow line with achievement flag milestones. stock illustration\"},{\"@type\":\"BreadcrumbList\",\"@id\":\"https:\\\/\\\/advertisingweek.com\\\/aw360\\\/news\\\/the-journey-towards-better-transparency-isnt-over-the-industry-reacts-to-isbas-latest-programmatic-supply-chain-study\\\/4407\\\/#breadcrumb\",\"itemListElement\":[{\"@type\":\"ListItem\",\"position\":1,\"name\":\"Home\",\"item\":\"https:\\\/\\\/advertisingweek.com\\\/aw360\\\/\"},{\"@type\":\"ListItem\",\"position\":2,\"name\":\"\u201cThe Journey Towards Better Transparency Isn\u2019t Over\u201d: The Industry Reacts to ISBA\u2019s Latest Programmatic Supply Chain Study\"}]},{\"@type\":\"WebSite\",\"@id\":\"https:\\\/\\\/advertisingweek.com\\\/aw360\\\/#website\",\"url\":\"https:\\\/\\\/advertisingweek.com\\\/aw360\\\/\",\"name\":\"AW360\",\"description\":\"\",\"publisher\":{\"@id\":\"https:\\\/\\\/advertisingweek.com\\\/aw360\\\/#organization\"},\"potentialAction\":[{\"@type\":\"SearchAction\",\"target\":{\"@type\":\"EntryPoint\",\"urlTemplate\":\"https:\\\/\\\/advertisingweek.com\\\/aw360\\\/?s={search_term_string}\"},\"query-input\":{\"@type\":\"PropertyValueSpecification\",\"valueRequired\":true,\"valueName\":\"search_term_string\"}}],\"inLanguage\":\"en-US\"},{\"@type\":\"Organization\",\"@id\":\"https:\\\/\\\/advertisingweek.com\\\/aw360\\\/#organization\",\"name\":\"AW360\",\"url\":\"https:\\\/\\\/advertisingweek.com\\\/aw360\\\/\",\"logo\":{\"@type\":\"ImageObject\",\"inLanguage\":\"en-US\",\"@id\":\"https:\\\/\\\/advertisingweek.com\\\/aw360\\\/#\\\/schema\\\/logo\\\/image\\\/\",\"url\":\"https:\\\/\\\/advertisingweek.com\\\/aw360\\\/wp-content\\\/uploads\\\/sites\\\/3\\\/2026\\\/07\\\/AW360_Logo_2023_FullColor.png\",\"contentUrl\":\"https:\\\/\\\/advertisingweek.com\\\/aw360\\\/wp-content\\\/uploads\\\/sites\\\/3\\\/2026\\\/07\\\/AW360_Logo_2023_FullColor.png\",\"width\":1906,\"height\":849,\"caption\":\"AW360\"},\"image\":{\"@id\":\"https:\\\/\\\/advertisingweek.com\\\/aw360\\\/#\\\/schema\\\/logo\\\/image\\\/\"}},{\"@type\":\"Person\",\"@id\":\"https:\\\/\\\/advertisingweek.com\\\/aw360\\\/#\\\/schema\\\/person\\\/ae698b8b96e141836006836db70d9e69\",\"name\":\"Advertising Week\",\"image\":{\"@type\":\"ImageObject\",\"inLanguage\":\"en-US\",\"@id\":\"https:\\\/\\\/secure.gravatar.com\\\/avatar\\\/3136b4a05c15e5dac7e877b1998ec3e252a59b6da6e4b471522d944c91b71940?s=96&d=mm&r=g\",\"url\":\"https:\\\/\\\/secure.gravatar.com\\\/avatar\\\/3136b4a05c15e5dac7e877b1998ec3e252a59b6da6e4b471522d944c91b71940?s=96&d=mm&r=g\",\"contentUrl\":\"https:\\\/\\\/secure.gravatar.com\\\/avatar\\\/3136b4a05c15e5dac7e877b1998ec3e252a59b6da6e4b471522d944c91b71940?s=96&d=mm&r=g\",\"caption\":\"Advertising Week\"},\"sameAs\":[\"https:\\\/\\\/advertisingweek.com\"]}]}<\/script>\n<!-- \/ Yoast SEO Premium plugin. -->","yoast_head_json":{"title":"\u201cThe Journey Towards Better Transparency Isn\u2019t Over\u201d: The Industry Reacts to ISBA\u2019s Latest Programmatic Supply Chain Study | AW360","robots":{"index":"index","follow":"follow","max-snippet":"max-snippet:-1","max-image-preview":"max-image-preview:large","max-video-preview":"max-video-preview:-1"},"canonical":"https:\/\/advertisingweek.com\/aw360\/news\/the-journey-towards-better-transparency-isnt-over-the-industry-reacts-to-isbas-latest-programmatic-supply-chain-study\/4407\/","og_locale":"en_US","og_type":"article","og_title":"\u201cThe Journey Towards Better Transparency Isn\u2019t Over\u201d: The Industry Reacts to ISBA\u2019s Latest Programmatic Supply Chain Study","og_description":"We asked industry experts to share their thoughts on the latest findings.","og_url":"https:\/\/advertisingweek.com\/aw360\/news\/the-journey-towards-better-transparency-isnt-over-the-industry-reacts-to-isbas-latest-programmatic-supply-chain-study\/4407\/","og_site_name":"AW360","article_published_time":"2023-01-30T06:33:10+00:00","og_image":[{"width":1600,"height":900,"url":"https:\/\/advertisingweek.com\/aw360\/wp-content\/uploads\/sites\/3\/2023\/01\/workflow-or-working-process-project-progress-milestone-or-achievement-tracking-work.jpg_s1024x1024wisk20cXgwzi2T_84aO1FB93QdQA56LnT_bmYcrEs20dCmQGuw.jpg","type":"image\/jpeg"}],"author":"Advertising Week","twitter_card":"summary_large_image","twitter_misc":{"Written by":"Advertising Week","Est. reading time":"8 minutes"},"schema":{"@context":"https:\/\/schema.org","@graph":[{"@type":"Article","@id":"https:\/\/advertisingweek.com\/aw360\/news\/the-journey-towards-better-transparency-isnt-over-the-industry-reacts-to-isbas-latest-programmatic-supply-chain-study\/4407\/#article","isPartOf":{"@id":"https:\/\/advertisingweek.com\/aw360\/news\/the-journey-towards-better-transparency-isnt-over-the-industry-reacts-to-isbas-latest-programmatic-supply-chain-study\/4407\/"},"author":{"name":"Advertising Week","@id":"https:\/\/advertisingweek.com\/aw360\/#\/schema\/person\/ae698b8b96e141836006836db70d9e69"},"headline":"\u201cThe Journey Towards Better Transparency Isn\u2019t Over\u201d: The Industry Reacts to ISBA\u2019s Latest Programmatic Supply Chain Study","datePublished":"2023-01-30T06:33:10+00:00","mainEntityOfPage":{"@id":"https:\/\/advertisingweek.com\/aw360\/news\/the-journey-towards-better-transparency-isnt-over-the-industry-reacts-to-isbas-latest-programmatic-supply-chain-study\/4407\/"},"wordCount":1603,"publisher":{"@id":"https:\/\/advertisingweek.com\/aw360\/#organization"},"image":{"@id":"https:\/\/advertisingweek.com\/aw360\/news\/the-journey-towards-better-transparency-isnt-over-the-industry-reacts-to-isbas-latest-programmatic-supply-chain-study\/4407\/#primaryimage"},"thumbnailUrl":"https:\/\/advertisingweek.com\/aw360\/wp-content\/uploads\/sites\/3\/2023\/01\/workflow-or-working-process-project-progress-milestone-or-achievement-tracking-work.jpg_s1024x1024wisk20cXgwzi2T_84aO1FB93QdQA56LnT_bmYcrEs20dCmQGuw.jpg","keywords":["Modern Marketing + Measurement"],"articleSection":["News"],"inLanguage":"en-US"},{"@type":"WebPage","@id":"https:\/\/advertisingweek.com\/aw360\/news\/the-journey-towards-better-transparency-isnt-over-the-industry-reacts-to-isbas-latest-programmatic-supply-chain-study\/4407\/","url":"https:\/\/advertisingweek.com\/aw360\/news\/the-journey-towards-better-transparency-isnt-over-the-industry-reacts-to-isbas-latest-programmatic-supply-chain-study\/4407\/","name":"\u201cThe Journey Towards Better Transparency Isn\u2019t Over\u201d: The Industry Reacts to ISBA\u2019s Latest Programmatic Supply Chain Study | AW360","isPartOf":{"@id":"https:\/\/advertisingweek.com\/aw360\/#website"},"primaryImageOfPage":{"@id":"https:\/\/advertisingweek.com\/aw360\/news\/the-journey-towards-better-transparency-isnt-over-the-industry-reacts-to-isbas-latest-programmatic-supply-chain-study\/4407\/#primaryimage"},"image":{"@id":"https:\/\/advertisingweek.com\/aw360\/news\/the-journey-towards-better-transparency-isnt-over-the-industry-reacts-to-isbas-latest-programmatic-supply-chain-study\/4407\/#primaryimage"},"thumbnailUrl":"https:\/\/advertisingweek.com\/aw360\/wp-content\/uploads\/sites\/3\/2023\/01\/workflow-or-working-process-project-progress-milestone-or-achievement-tracking-work.jpg_s1024x1024wisk20cXgwzi2T_84aO1FB93QdQA56LnT_bmYcrEs20dCmQGuw.jpg","datePublished":"2023-01-30T06:33:10+00:00","breadcrumb":{"@id":"https:\/\/advertisingweek.com\/aw360\/news\/the-journey-towards-better-transparency-isnt-over-the-industry-reacts-to-isbas-latest-programmatic-supply-chain-study\/4407\/#breadcrumb"},"inLanguage":"en-US","potentialAction":[{"@type":"ReadAction","target":["https:\/\/advertisingweek.com\/aw360\/news\/the-journey-towards-better-transparency-isnt-over-the-industry-reacts-to-isbas-latest-programmatic-supply-chain-study\/4407\/"]}]},{"@type":"ImageObject","inLanguage":"en-US","@id":"https:\/\/advertisingweek.com\/aw360\/news\/the-journey-towards-better-transparency-isnt-over-the-industry-reacts-to-isbas-latest-programmatic-supply-chain-study\/4407\/#primaryimage","url":"https:\/\/advertisingweek.com\/aw360\/wp-content\/uploads\/sites\/3\/2023\/01\/workflow-or-working-process-project-progress-milestone-or-achievement-tracking-work.jpg_s1024x1024wisk20cXgwzi2T_84aO1FB93QdQA56LnT_bmYcrEs20dCmQGuw.jpg","contentUrl":"https:\/\/advertisingweek.com\/aw360\/wp-content\/uploads\/sites\/3\/2023\/01\/workflow-or-working-process-project-progress-milestone-or-achievement-tracking-work.jpg_s1024x1024wisk20cXgwzi2T_84aO1FB93QdQA56LnT_bmYcrEs20dCmQGuw.jpg","width":1600,"height":900,"caption":"Workflow or working process, project progress, milestone or achievement tracking, work experience or journey concept, businessman using pencil to draw workflow line with achievement flag milestones. stock illustration"},{"@type":"BreadcrumbList","@id":"https:\/\/advertisingweek.com\/aw360\/news\/the-journey-towards-better-transparency-isnt-over-the-industry-reacts-to-isbas-latest-programmatic-supply-chain-study\/4407\/#breadcrumb","itemListElement":[{"@type":"ListItem","position":1,"name":"Home","item":"https:\/\/advertisingweek.com\/aw360\/"},{"@type":"ListItem","position":2,"name":"\u201cThe Journey Towards Better Transparency Isn\u2019t Over\u201d: The Industry Reacts to ISBA\u2019s Latest Programmatic Supply Chain Study"}]},{"@type":"WebSite","@id":"https:\/\/advertisingweek.com\/aw360\/#website","url":"https:\/\/advertisingweek.com\/aw360\/","name":"AW360","description":"","publisher":{"@id":"https:\/\/advertisingweek.com\/aw360\/#organization"},"potentialAction":[{"@type":"SearchAction","target":{"@type":"EntryPoint","urlTemplate":"https:\/\/advertisingweek.com\/aw360\/?s={search_term_string}"},"query-input":{"@type":"PropertyValueSpecification","valueRequired":true,"valueName":"search_term_string"}}],"inLanguage":"en-US"},{"@type":"Organization","@id":"https:\/\/advertisingweek.com\/aw360\/#organization","name":"AW360","url":"https:\/\/advertisingweek.com\/aw360\/","logo":{"@type":"ImageObject","inLanguage":"en-US","@id":"https:\/\/advertisingweek.com\/aw360\/#\/schema\/logo\/image\/","url":"https:\/\/advertisingweek.com\/aw360\/wp-content\/uploads\/sites\/3\/2026\/07\/AW360_Logo_2023_FullColor.png","contentUrl":"https:\/\/advertisingweek.com\/aw360\/wp-content\/uploads\/sites\/3\/2026\/07\/AW360_Logo_2023_FullColor.png","width":1906,"height":849,"caption":"AW360"},"image":{"@id":"https:\/\/advertisingweek.com\/aw360\/#\/schema\/logo\/image\/"}},{"@type":"Person","@id":"https:\/\/advertisingweek.com\/aw360\/#\/schema\/person\/ae698b8b96e141836006836db70d9e69","name":"Advertising Week","image":{"@type":"ImageObject","inLanguage":"en-US","@id":"https:\/\/secure.gravatar.com\/avatar\/3136b4a05c15e5dac7e877b1998ec3e252a59b6da6e4b471522d944c91b71940?s=96&d=mm&r=g","url":"https:\/\/secure.gravatar.com\/avatar\/3136b4a05c15e5dac7e877b1998ec3e252a59b6da6e4b471522d944c91b71940?s=96&d=mm&r=g","contentUrl":"https:\/\/secure.gravatar.com\/avatar\/3136b4a05c15e5dac7e877b1998ec3e252a59b6da6e4b471522d944c91b71940?s=96&d=mm&r=g","caption":"Advertising Week"},"sameAs":["https:\/\/advertisingweek.com"]}]}},"_links":{"self":[{"href":"https:\/\/advertisingweek.com\/aw360\/wp-json\/wp\/v2\/posts\/4407","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/advertisingweek.com\/aw360\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/advertisingweek.com\/aw360\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/advertisingweek.com\/aw360\/wp-json\/wp\/v2\/users\/7"}],"replies":[{"embeddable":true,"href":"https:\/\/advertisingweek.com\/aw360\/wp-json\/wp\/v2\/comments?post=4407"}],"version-history":[{"count":2,"href":"https:\/\/advertisingweek.com\/aw360\/wp-json\/wp\/v2\/posts\/4407\/revisions"}],"predecessor-version":[{"id":15435,"href":"https:\/\/advertisingweek.com\/aw360\/wp-json\/wp\/v2\/posts\/4407\/revisions\/15435"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/advertisingweek.com\/aw360\/wp-json\/wp\/v2\/media\/4408"}],"wp:attachment":[{"href":"https:\/\/advertisingweek.com\/aw360\/wp-json\/wp\/v2\/media?parent=4407"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/advertisingweek.com\/aw360\/wp-json\/wp\/v2\/categories?post=4407"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/advertisingweek.com\/aw360\/wp-json\/wp\/v2\/tags?post=4407"},{"taxonomy":"topics","embeddable":true,"href":"https:\/\/advertisingweek.com\/aw360\/wp-json\/wp\/v2\/topics?post=4407"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}