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Intelligence Briefs

New data: adtech tax tops $11bn, one-third of working media

Paul McIntyre
Executive Editor

12 August 2019 2min read

Nearly one-third of US advertiser spend on programmatic display ads goes to tech and software intermediaries before publishers receive the rest, according to new estimates from eMarketer.

 

Key points

  • Non-social programmatic display spending in US is split this way: $24bn to publishers, $11.65bn to adtech fees 
  • The net take of programmatic fees continues to rise because marketers continue to spend money on non-social programmatic display ads
  • But programmatic fees as a share of the total have decreased in the past three years. 
  • Increased competition means programmatic service providers have been more transparent about fees; advertisers are doing more to optimise their supply chains and; private marketplaces and guaranteed deals make up a larger share of programmatic display spending

 

My Takeout

eMarketer's new forecasts are not as horrific as some but there's still a huge rump that media owners and publishers are missing out on. It's precisely what the ACCC wants to unpack with its proposed inquiry into adtech services. The ACCC outlined a detailed case for the probe, including an opaque supply chain that the regulator says makes it hard for advertisers to figure out where their money has gone. 
Market Voice

Best brands on Twitter for 2019: Airbnb, Xbox, OptusSport, ANZ, IBM, Sportsbet and Apple

As 2019 comes to a flying finish, Twitter has named the standout brands and their work on the platform this year. From IBM Australia’s Best Use of Live Streaming to xBox’s gamification project as the Best Digital to Physical Activation, there’s a terrific line-up of market-shaping case studies and work launched this year. All of them have created human-centric ideas and triggered conversations across a variety of categories which drove impact on Twitter in Australia and beyond. Check them out here. 

Go deeper 2min read

Lee Owens

Head of Brand Strategy, Twitter Australia

Twitter Best Of 2019

8 December 2019 2min read

Best brands on Twitter for 2019: Airbnb, Xbox, OptusSport, ANZ, IBM, Sportsbet and Apple

As 2019 comes to a flying finish, Twitter has named the standout brands and their work on the platform this year. From IBM Australia’s Best Use of Live Streaming to xBox’s gamification project as the Best Digital to Physical Activation, there’s a terrific line-up of market-shaping case studies and work launched this year. All of them have created human-centric ideas and triggered conversations across a variety of categories which drove impact on Twitter in Australia and beyond. Check them out here. 

Go deeper 2min read

By Lee Owens - Head of Brand Strategy, Twitter Australia