It seems simple enough: An advertiser wants to run an ad on a publisher’s site.
But in the digital world, what should be a party of two (an advertiser and a publisher) is a party of five or six when you include all the supply chain players. This chain creates a lot of steps between an ad and where it runs.
And a lot of fees … with fee amounts determined by the middlemen themselves.
In the end, nearly half an advertiser’s media spend goes to middlemen!
For more on supply chain fee hits, take a look at the infographic below. Fee amounts are estimates based on industry reports and Nanigans customer data.
Click here to download a full-size version of the infographic.