The Media Federation of Australia (MFA) has welcomed the Incorporated Society of British Advertisers' (ISBA) call for greater data standardisation and transparency across the adtech ecosystem.
The recommendations from the UK industry body come off the back of findings from its Programmatic Supply Chain Transparency Study conducted with PwC.
The landmark study revealed that one-third of programmatic supply chain costs are still unknown and publishers are receiving on average only 51% of ad spend.
MFA CEO Sophie Madden says the local industry body welcomed the study which highlighted the "complexity" of the programmatic value chain and need for transparency.
"While the study is UK-based, it makes important recommendations for greater data standardisation and transparency across the adtech ecosystem and highlights the importance of creating industry-wide solutions that can be applicable to all markets," Madden says.
"The MFA and our members, working closely with other industry bodies, have made significant gains in delivering greater transparency and will continue to play an important role in driving future industry-wide initiatives.
"We see this as critical to building trust in programmatic advertising and look forward to examining the ISBA learnings more closely and how they can be applied to our market. As highlighted in the ISBA’s report, we all need to work together in collaboration with adtech vendors, to facilitate a shared understanding and application of transparency."
IAB Australia has also backed the findings and recommendations with CEO Gai Le Roy, like Madden, calling for the industry to work together and align on a set of standards.
The first of its kind, participants in the study included 15 advertisers, 12 agencies, five demand-side platforms (DSP), six supply-side platforms (SSP) and 12 publishers, representing approximately £0.1 billion of UK programmatic ad spend and nearly two-thirds of the Association for Online Publishing (AOP) digital ad revenues.
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