Another Study Shows How Drastically Publisher Revenue Is Being Swallowed by Ad-Tech Fees

In one instance, over 98% of an advertiser's bid went to vendors instead of publishers

No one said ad tech wasn’t complicated.

If a brand like Pepsi pays $10 to run an online ad with The New York Times, a rational expectation is that the media company gets to pocket the majority of revenue, with ad-tech vendors taking a small fee for processing the transaction.

But in some cases, media companies like the Times only get a couple of cents, with the middlemen pocketing the majority. Other times, premium publishers have to give 7% more of their revenue to an ad-tech vendor than a clickbait-heavy, made-for-advertising site would.

These are some of the findings in a recent study from ad-tech measurement firm Adalytics, which crowdsources advertising data based on a browser extension.



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