Omnicom Media Group (OMG) is touting its above-average performance in the recent ANA Programmatic Media Supply Chain Transparency Study.

The study analysed campaign data from 21 marketers, covering $123 million in ad spend between September 2022 and January 2023. The findings revealed only 36 cents of every dollar that enters a demand-side platform (DSP) reaches a consumer, with 29 cents going toward fees to ad-tech intermediaries, and 35 cents toward low-quality media.

However, according to OMG, clients who participated in the study saw stronger results, including earning the highest possible marks for premium inventory and best-in-class DSP platform rates. For example, for premium inventory, clients scored above the 90th percentile for premium inventory; <0.1% made for advertising delivery compared to a market average of 15% of total spend allocation, and 0.0% cheap reach as defined in the study as unviewable placements.

OMG Managing Director for Digital Activation, Ryan Eusanio, who led development of OMG's supply-side activation platform, attributed this to the agency's "relentless commitment to setting standards and best practices that enable transparency, control, safety, and effectiveness".

OMG said programmatic standards ensure alignment between buyers and sellers in delivering on four key advertiser rights: Deciding where to place ads, who sees them, how and where ads are delivered and having confidence in the impressions being served to humans .

Group EVP at ANA, Bill Duggan, urged marketers to take an active interest in media.

"The marketers winning in programmatic advertising are those which take an active interest in media," he said. "They ask questions, get answers, take action, and improve performance. And they work with agenda partners who understand that and are proactive on their behalf."

Head of Marketing at State Farm, Alyson Griffin, has utilised OMG's programmatic media strategy.

"As a State Farm partner, Omnicom Media Group has been a game-changer for our programmatic media strategy. The outstanding outcomes outlined in the study affirm the agency’s commitment to transparency, standards, and innovation that deliver measurable results," she commented. "Understanding where our ads are delivered and how they’re purchased are a key part of proving the effectiveness of our advertising."