News - The ANA Lays Groundwork for Digital Supply Chain Audit
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The ANA Lays Groundwork for Digital Supply Chain Audit
The Association of National Advertisers (ANA) are looking to complete an audit of the US digital media supply, similar to earlier studies that identified inefficiencies in the mechanics of the US programmatic marketplace. The ANA is understood to be discussing with the IAB to draw up a proposal that will be made to interested auditors to pitch for a potential contract.
According to sources, the ANA will investigate where the US programmatic dollars flow on all biddable media to allow “media transparency in the programmatic ecosystem.” They have also hired Mark Stewart, an industry veteran who previously served in senior positions at Kraft and OMD, to head up its new Media Leadership Consortium.