Programmatic Transparency Benchmark: Q1 2025 Benchmark Findings [REPORT]

Launched in 2024, the ANA Programmatic Transparency Benchmark is a joint initiative by the Association of National Advertisers (ANA), TAG TrustNet, and Fiducia. It was created in response to the ANA’s 2023 Programmatic Media Supply Chain Transparency Study, which revealed that 25 percent of open web ad spending could be better allocated.
Q1 2025 Findings: Progress and Opportunity

The latest Q1 2025 results show that benchmark participants now direct 41 percent of their programmatic budgets to effective ad impressions — those delivered by publishers meeting their quality requirements. This marks a significant improvement from 36 percent in 2023, largely driven by a decline in low-quality Made for Advertising (MFA) placements. However, considerable ineffi- ciencies remain.

The new TrueCPM Index reveals a 37.8 percent optimization gap, indicating that over a third of open web ad spending still goes toward impressions that don’t meet standard quality metrics (non-IVT, measurable for viewability and viewable).
Closing the Gap with Data-Driven Optimization

Applying the ANA’s recommendations — especially using impression-level log data (LLD) to enable closed-loop optimization — could reduce this gap by an estimated $21.6 billion (20.8 percent), in a global programmatic market that has grown from $88 billion in 2023 to $104 billion in 2024.

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Source

“Programmatic Transparency Benchmark: Q1 2025 Benchmark Findings.” ANA, TAG TrustNet, and Fiducia, 2025.