Digiday Research: Publishers estimate their ad-tech tax at around 20 percent
Middlemen and ad tech vendors syphon off between 10 and 50 percent of every dollar spent on programmatic advertising on publishers’ sites, according to Digiday research.
In a survey of 186 publishing executives involved with programmatic ad selling conducted in November of 2018, 46 percent estimated that vendors and middlemen take between 10 to 24 percent of ever ad dollar an advertiser tries to spend with them. Twenty-nine percent of respondents estimated that number at between 25 and 49 percent.
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