ISSUE 06 // ONLINE + PRINT NOW ◆CTV CPM +12.4% QoQ ◆MFA SITES REPRICED −38% ◆OPEN AUCTION SHARE 41% ◆SUBSCRIBE FOR THE DATA ◆ISSUE 06 // ONLINE + PRINT NOW ◆CTV CPM +12.4% QoQ ◆MFA SITES REPRICED −38% ◆OPEN AUCTION SHARE 41% ◆SUBSCRIBE FOR THE DATA ◆
Section 02

Teardowns — one account,
opened at the log level.

Each Teardown sits with a single programmatic account and one specific issue we — with the buyer's team — have identified in it. The audit is run on real log data, with the buyer's DSP and analytics access. Where the buyer agrees to be named, they are. Where they prefer anonymity, we anonymise, and say so.

MFA
// Teardown · MFA

How £470k of programmatic spend ended up on MFA sites.

A UK financial-services brand's programmatic team pulled a full inventory audit. 38% of the previous year's spend had landed on made-for-advertising sites.

Kaspar Ihre · 14 minRead
CTV
// Teardown · CTV

The CTV deal that priced itself out of the account.

A DTC retailer's connected-TV allocation, negotiated at premium CPMs against an underdeveloped audience-quality argument, produced returns that did not justify the ask.

Frida Aleksić · 12 minRead
PMP
// Teardown · PMP

A private marketplace that was, on inspection, not private.

A premium publisher-side PMP sold to seven brands turned out, on log-level review, to be re-selling the same inventory in the open exchange at 40% of the PMP CPM.

Ravi Chandrasekhar · 13 minRead