Head of Marketing & Communications
According to the WFA (World Federation of Advertisers) guide to Programmatic Media 60% of digital advertising budgets are not turned into digital media inventory. They are invested in Nonvertising with middle-men in a fragmented value chain between advertisers and publishers.
Considering that approximately $170bn are spent globally Nonvertising totals out at a ridiculous sum of $100bn. But not everything in digital media is programmatic as of yet, and the invest in Nonvertising may in reality be closer to 78%, where advertisers total out at $133bn in digital nonvertising globally.
Watch the video, if you are interested to find out, how much of your digital budget is likely to be syphoned away in your company and what you can do to go beyond programmatic with SAP XM.