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What’s a quarter of your programmatic spend?
The ANA’s 2023 programmatic transparency study found that roughly a quarter of open-web programmatic spend is wasted — lost to fees, fraud, and unviewable placements. Here’s that benchmark in your numbers.
Market benchmark at your spend level
≈ $11,500/month
Formula: your programmatic spend × ~23% — the share of open-web programmatic spend the ANA’s 2023 transparency study found is lost to fees, fraud, and unviewable placements. It’s a market benchmark, not a measurement of your campaigns.
To be clear about what this means.
That waste is structural — supply-chain fees and fraud. Better audience data doesn’t refund it, and we won’t claim otherwise. What your list decides is something bigger: whether the dollars that do get through land on people who can actually buy. Waste you can’t control is a reason to be ruthless about the part you can.
Source: ANA Programmatic Media Transparency Study, 2023 (~23% of open-web programmatic spend).
Related
Run the numbers on the part you can control.
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The pricing page has a calculator: the analysis work against the cost of a hire.
See pricing →Compare two lists before you spend
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