ANA's Kroll Analysis: Advertisers Paying Twice For Some Programmatic Fees

Advertisers have long known that they pay a programmatic ad “tax” vis a vis numerous surcharges and fees added by ad tech suppliers before their buys are actually completed, but a new report released this week asserts they sometimes are paying twice for them.

“Our study found that advertisers were …

5 comments about "ANA's Kroll Analysis: Advertisers Paying Twice For Some Programmatic Fees".
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  1. Michael Zaneis from TAG, August 4, 2023 at 11:17 a.m.

    Kroll is verifying what we've always known had to be the case. There is nothing nefarious happening, just a lack of oversight by marketers. Greater transactional transparency will allow SPO and contractual arrangements that eliminate such duplicative costs. 



    Shameless plug: TAG TrustNet helps solve this challenge for marketers. We are already saving partner brands millions in waste and inefficiencies. 

  2. Augustine Fou from FouAnalytics, August 7, 2023 at 8:44 p.m.

    this from Zaneis "Kroll is verifying what we've always known had to be the case. There is nothing nefarious happening" is such ignorant BS, it's almost unbelievable. 

  3. Augustine Fou from FouAnalytics, August 7, 2023 at 8:45 p.m.

    Kroll surveyed 33 people and "found"... 

    "that in many instances advertisers are redundantly paying third-party services to verify their ads in programmatic advertising buys, even though the supply-side platforms (SSPs) typically already provide third-party ad verification as part of their exchange."

  4. Augustine Fou from FouAnalytics, August 7, 2023 at 8:51 p.m.

    advertisers paid for verification twice, sometimes three times over, and the verification tech doesn't even work for most forms of fraud; they are tuned for looking for invalid traffic/bots.

    see the whistleblower testimony slide in the article.  

    Legacy Fraud Verification Vendors Are No Longer Fit for Purpose
    https://www.linkedin.com/pulse/legacy-fraud-verification-vendors-longer-fit-purpose-fou/

  5. Edward Omeara from MediaHound replied, August 9, 2023 at 10:41 a.m.

    Shameless Plug?  try Shameless Industry.

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