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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 the supply chain fee hit, take a look at the infographic below.