The ANA Programmatic Media Supply Chain Transparency Study highlights pressing issues in advertising. Information asymmetry, where sellers possess superior knowledge about media inventory quality, results in wasteful spending. This is further complicated by barriers to data access, inhibiting transparency in the programmatic supply chain.

Advertisers often prioritise cost over value, risking media buying quality. Data reveals campaigns average 44,000 websites, with 21% impressions on "Made for Advertising" sites known for low-quality content. These sites not only jeopardise content quality but also impact environmental sustainability due to their carbon emissions.

Recommendations emphasise active advertiser stewardship, better data access, and quality-centric media buying. Advertisers are urged to prioritize transparency and sustainability, acknowledging the environmental impact of their choices, especially considering the carbon footprint of less reputable sites.