Mapping exactly where your media dollar goes before it reaches a publisher. DSP fees, SSP fees, data fees, verification fees, and the margin taken by every intermediary in between. The aggregate take rate in programmatic is typically 40 to 50 cents on the dollar. Most buyers have never calculated their own number. Running a supply chain cost analysis is how you find out where the working media actually went and which paths are worth keeping.
Ad tech glossary
Supply Chain Cost Analysis
Technical definition
Detailed examination of all fees and charges applied to media transactions as they flow through the programmatic supply chain.
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Where this shows up
Guide: How Much Does Programmatic Really Cost?
Don't let fees and confusion burn a hole in your wallet. Like your morning coffee - it deserves a disproportionate amount of your time and attention.
🍿 The microwave popcorn of media
Bragging about agency programmatic capabilities is a flex as strong as bragging about how good you are at microwave popcorn.
