,11,ISBA PROGRAMMATIC SUPPLY CHAIN TRANSPARENCY STUDY,In association with the AOP, carried out by PwC,May 2020,ISBA programmatic supply chain transparency study,2ISBA programmatic supply chain transparency study,PART 1,INTRODUCTION,Introduction ISBA,In January 2018, ISBAs Performance and Programmatic Steering Group, representing the UKs advertisers, posed a simple question: what does my programmatic supply chain look like and how can I assess its value in terms of working media? And it
