Traditional media players are preparing to fight back after being starved of revenue
The chain of technology that delivers advertising to computer and smartphone screens is so opaque that nobody knows what happens to most of the money poured into it, or at least those who do aren’t telling.
Isba, which represents advertisers, is attempting to find out why such a small proportion of every pound spent by brands ends up in the hands of publishers. The ground-breaking study with PwC, which is likely to inform the Competition and Markets Authority’s final report, involves gaining co-operation from a string of players that take a cut along the way.
The study aims to crack open the black box of the…