In response to the latest news from the CMA announcing their objections to Google’s ad tech practices, ISBA has issued the following statement.
“The £2 billion programmatic sector of the open web, digital advertising market is characterised by its multiple actors and supply chain complexity, and can be extraordinarily difficult to navigate.
“ISBA has sought to help our members find their way via the publication of our Financial Audit Toolkit, and with our Programmatic Supply Chain Transparency Studies, published alongside PwC in 2020 and 2023. These have enabled our members to achieve greater clarity and control, and improve the effectiveness of their spending.
“As those Studies demonstrated and as the CMA has reaffirmed, Google is indisputably the biggest actor in the sector. We hope that the findings of the CMA's investigation will add to our overall understanding of this system, and enable advertisers to navigate its complexities with even greater confidence.”