According to a study carried out in the United Kingdom (UK) from January 2019 to March 2020, only half (51%) of online advertiser investment reaches publishers. Labeled here as "Unknown delta", 15 percent of ad spend gets lost in the supply chain. The remaining 34 percent goes to different agencies and players involved in the programmatic advertising supply chain.
Where online ad spend ended up in the advertising supply chain in the United Kingdom (UK) from 2019 to 2020
The source adds the following information: "Based on data from 15 advertisers, 12 agencies, five DSPs, six SSPs and 12 publishers from January 2019 to March 2020 that represent £100m of UK programmatic advertising and two-thirds of premium publisher digital ad revenues."
* "Unknown delta represents the spend that cannot be attributed."
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Statistics on "Advertising in the United Kingdom (UK)"
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WARC. (May 15, 2020). Where online ad spend ended up in the advertising supply chain in the United Kingdom (UK) from 2019 to 2020 [Graph]. In Statista. Retrieved August 08, 2020, from https://www.statista.com/statistics/1117515/online-advertising-supply-chain-in-the-uk/
WARC. "Where online ad spend ended up in the advertising supply chain in the United Kingdom (UK) from 2019 to 2020." Chart. May 15, 2020. Statista. Accessed August 08, 2020. https://www.statista.com/statistics/1117515/online-advertising-supply-chain-in-the-uk/
WARC. (2020). Where online ad spend ended up in the advertising supply chain in the United Kingdom (UK) from 2019 to 2020. Statista. Statista Inc.. Accessed: August 08, 2020. https://www.statista.com/statistics/1117515/online-advertising-supply-chain-in-the-uk/
WARC. "Where Online Ad Spend Ended up in The Advertising Supply Chain in The United Kingdom (Uk) from 2019 to 2020." Statista, Statista Inc., 15 May 2020, https://www.statista.com/statistics/1117515/online-advertising-supply-chain-in-the-uk/
WARC, Where online ad spend ended up in the advertising supply chain in the United Kingdom (UK) from 2019 to 2020 Statista, https://www.statista.com/statistics/1117515/online-advertising-supply-chain-in-the-uk/ (last visited August 08, 2020)
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