Only 58% of surveyed advertisers receive raw log-level data from three gatekeepers under the DMA
TLDR
An EU study found that only 58% of 50 surveyed advertisers get raw log-level auction data from Google, Meta and Amazon, despite the Digital Markets Act.
PPC Land reports that only 58% of 50 surveyed advertisers receive raw log-level data from the three gatekeepers, Google, Meta and Amazon, under the Digital Markets Act. The piece asks whether Brussels will use delegated acts or require a buy-side, sell-side split to force more openness.
How we got here: earlier coverage
- Oct 29Amazon's DSP agent controls reach only some US advertisers during closed beta
Amazon's agent-branded ad platform controls are in closed beta and reach only some US advertisers, and agencies buying Amazon media say they cannot map the rebrand.
- Oct 21Independent agencies struggle to negotiate lower fees and direct access with The Trade Desk and Amazon DSP
Independent agencies report that major DSPs impose high fee barriers and moving goalposts for direct access, even after reaching promised spending thresholds.
- Oct 19StackAdapt survey finds 42% of marketers waste over one-fifth of programmatic budget due to measurement silos
StackAdapt's survey reveals measurement fragmentation costs programmatic advertisers significantly, with only 7% running fully unified measurement systems.
- Oct 14Prebid proposes auction restructure to separate Google AdX from GAM
Prebid is proposing an auction overhaul that would reverse the current flow of bids, letting ad servers bid into Prebid rather than the reverse, following a federal court order.