Why Do Publishers Only Get Half of Online Ad Spend?

A 'groundbreaking' study on where the money goes

A “groundbreaking” study—a term used by the report’s authors—found that publishers receive only a little more than half (51%) of advertisers’ spend. The report, published today by the ISBA, the U.K. trade body for brand-side marketers, raises concerns about transparency in the digital media ecosystem, which are also shared by their U.S. counterparts.