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