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.