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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

19 August 2019 3min read

It’s weird: streaming services are boosting demand for cinema’s big screens

Subscription video services are capturing more consumer attention and revenue, putting ad-funded TV networks under pressure.

Go deeper 3min read

Guy Burbidge, Managing Director

Val Morgan Cinema

16 August 2019 3min read

Why media company activism is risky but crucial in driving culture change for Australian women

Bauer CEO Brendon Hill says the activist agenda Bauer is taking on for women - from the "Tampon Tax" to "Financially Fit Females" and "Financial Elder Abuse" initiatives - is galvinising the company and proving a powerful force for driving change for women.  

Go deeper 3min read

Brendon Hill

CEO - Bauer Media