ANA says $26.8B in programmatic value remains unrealized
The Association of National Advertisers (ANA) released its Q2 2025 Programmatic Transparency Benchmark report, indicating that $26.8 billion in global media value is unrealized due to programmatic inefficiencies and a decline in the TrueCPM Index. Concurrently, ANA launched the ANA Online Benchmark, a free, interactive platform providing real-time programmatic supply chain data to all ANA and TAG members across CTV, web, and mobile in-app environments. The report highlighted increased CTV spending as a percentage of total programmatic spend and continued challenges with log-level data access for marketers.
Key Takeaways
- TrueCPM Index fell from 37.8% to 36.5% even as paid CPMs stayed steady.
- ANA says $26.8 billion in global media value remains unrealized because of programmatic inefficiencies.
- ANA Online Benchmark is free for ANA and TAG members and covers CTV, web, mobile in-app, PMP, and OMP data.
- Among 39 participating marketers, only 21 had log-level data access permitted for the Benchmark.
- CTV spend rose from 30.4% to 44.2% of total programmatic spend, prompting separate future treatment in the report.
Why It Matters
The immediate impact is that ANA is turning a quarterly benchmark into an always-on transparency tool, giving more members access to log-level data, quarterly trends, and supply-path breakdowns that were previously limited to Benchmark participants. That matters in a streaming ad market where CTV now represents 44.2% of programmatic spend and where the report still finds a large efficiency gap, including a $26.8 billion unrealized value estimate. The competitive signal is continued pressure on supply-path curation: median SSPs fell to 17, active domains to 28,958, and PMP share rose to 87.8%. Watch the next Benchmark’s separate CTV metrics and the number of marketers with log-level data access.
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