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Nickel and Dimed: The Programmatic Supply Chain Fee Hits [Infographic]

Written by: Shane O'Neill, Director of Content

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.

Related post: In-House Programmatic: Why More Brands Are Managing Advertising 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.

Nickel and Dimed: Fee Hits Along the Programmatic Supply Chain

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