{
  "ana_q3_2025": {
    "agency": {
      "value": 0,
      "basis": "budget",
      "source_title": "ANA, Programmatic Transparency Benchmark, Q3 2025 Benchmark Findings",
      "source_url": "https://s3.amazonaws.com/media.mediapost.com/uploads/Q32025ProgrammaticTransparencyBenchmark.pdf",
      "source_date": "n/d",
      "note": "0% (excluded from the ANA waterfall)"
    },
    "desk": {
      "value": 0,
      "basis": "budget",
      "source_title": "ANA, Programmatic Transparency Benchmark, Q3 2025 Benchmark Findings",
      "source_url": "https://s3.amazonaws.com/media.mediapost.com/uploads/Q32025ProgrammaticTransparencyBenchmark.pdf",
      "source_date": "n/d",
      "note": "0% (excluded)"
    },
    "dsp": {
      "value": 6.0,
      "basis": "budget",
      "source_title": "ANA, Programmatic Transparency Benchmark, Q3 2025 Benchmark Findings",
      "source_url": "https://s3.amazonaws.com/media.mediapost.com/uploads/Q32025ProgrammaticTransparencyBenchmark.pdf",
      "source_date": "n/d",
      "note": "6.0% of budget"
    },
    "dsp_other": {
      "value": 2.3,
      "basis": "budget",
      "source_title": "ANA, Programmatic Transparency Benchmark, Q3 2025 Benchmark Findings",
      "source_url": "https://s3.amazonaws.com/media.mediapost.com/uploads/Q32025ProgrammaticTransparencyBenchmark.pdf",
      "source_date": "n/d",
      "note": "2.3% of budget (residual, our calculation)"
    },
    "data": {
      "value": 2.7,
      "basis": "budget",
      "source_title": "ANA, Programmatic Transparency Benchmark, Q3 2025 Benchmark Findings",
      "source_url": "https://s3.amazonaws.com/media.mediapost.com/uploads/Q32025ProgrammaticTransparencyBenchmark.pdf",
      "source_date": "n/d",
      "note": "2.7% of budget"
    },
    "verif": {
      "value": 0,
      "basis": "budget",
      "source_title": "ANA, Programmatic Transparency Benchmark, Q3 2025 Benchmark Findings",
      "source_url": "https://s3.amazonaws.com/media.mediapost.com/uploads/Q32025ProgrammaticTransparencyBenchmark.pdf",
      "source_date": "n/d",
      "note": "0% (excluded)"
    },
    "delta": {
      "value": 0,
      "basis": "budget",
      "source_title": "ANA, Programmatic Transparency Benchmark, Q3 2025 Benchmark Findings",
      "source_url": "https://s3.amazonaws.com/media.mediapost.com/uploads/Q32025ProgrammaticTransparencyBenchmark.pdf",
      "source_date": "n/d",
      "note": "0% (not reported)"
    },
    "ssp": {
      "value": 12.8,
      "basis": "budget",
      "source_title": "ANA, Programmatic Transparency Benchmark, Q3 2025 Benchmark Findings",
      "source_url": "https://s3.amazonaws.com/media.mediapost.com/uploads/Q32025ProgrammaticTransparencyBenchmark.pdf",
      "source_date": "n/d",
      "note": "12.8% of budget"
    },
    "ssp_tech": {
      "value": 0,
      "basis": "budget",
      "source_title": "ANA, Programmatic Transparency Benchmark, Q3 2025 Benchmark Findings",
      "source_url": "https://s3.amazonaws.com/media.mediapost.com/uploads/Q32025ProgrammaticTransparencyBenchmark.pdf",
      "source_date": "n/d",
      "note": "0%"
    },
    "ivt": {
      "value": 0.4,
      "basis": "budget",
      "source_title": "ANA, Programmatic Transparency Benchmark, Q3 2025 Benchmark Findings",
      "source_url": "https://s3.amazonaws.com/media.mediapost.com/uploads/Q32025ProgrammaticTransparencyBenchmark.pdf",
      "source_date": "n/d",
      "note": "0.4% of budget"
    },
    "other_q": {
      "value": 22.0,
      "basis": "budget",
      "source_title": "ANA, Programmatic Transparency Benchmark, Q3 2025 Benchmark Findings",
      "source_url": "https://s3.amazonaws.com/media.mediapost.com/uploads/Q32025ProgrammaticTransparencyBenchmark.pdf",
      "source_date": "n/d",
      "note": "22.0% of budget"
    },
    "nv": {
      "value": 14.8,
      "basis": "budget",
      "source_title": "ANA, Programmatic Transparency Benchmark, Q3 2025 Benchmark Findings",
      "source_url": "https://s3.amazonaws.com/media.mediapost.com/uploads/Q32025ProgrammaticTransparencyBenchmark.pdf",
      "source_date": "n/d",
      "note": "14.8% of budget"
    },
    "dsp_basis": "budget",
    "ssp_basis": "budget",
    "q_basis": "budget",
    "markers": [
      "ANA Q2 2026 TrueAdSpend 45.1%",
      "seller revenue 76.2%"
    ]
  },
  "isba_2020": {
    "agency": {
      "value": 7,
      "basis": "budget",
      "source_title": "ISBA and PwC, \"Programmatic Supply Chain Transparency Study\"",
      "source_url": "https://www.isba.org.uk/system/files/media/documents/2020-12/executive-summary-programmatic-supply-chain-transparency-study.pdf",
      "source_date": "2020-05",
      "note": "7% of budget"
    },
    "desk": {
      "value": 0,
      "basis": "budget",
      "source_title": "ISBA and PwC, \"Programmatic Supply Chain Transparency Study\"",
      "source_url": "https://www.isba.org.uk/system/files/media/documents/2020-12/executive-summary-programmatic-supply-chain-transparency-study.pdf",
      "source_date": "2020-05",
      "note": "0% (inside the agency fee)"
    },
    "dsp": {
      "value": 8,
      "basis": "budget",
      "source_title": "ISBA and PwC, \"Programmatic Supply Chain Transparency Study\"",
      "source_url": "https://www.isba.org.uk/system/files/media/documents/2020-12/executive-summary-programmatic-supply-chain-transparency-study.pdf",
      "source_date": "2020-05",
      "note": "8% of budget"
    },
    "dsp_other": {
      "value": 0,
      "basis": "budget",
      "source_title": "ISBA and PwC, \"Programmatic Supply Chain Transparency Study\"",
      "source_url": "https://www.isba.org.uk/system/files/media/documents/2020-12/executive-summary-programmatic-supply-chain-transparency-study.pdf",
      "source_date": "2020-05",
      "note": "0%"
    },
    "data": {
      "value": 10,
      "basis": "budget",
      "source_title": "ISBA and PwC, \"Programmatic Supply Chain Transparency Study\"",
      "source_url": "https://www.isba.org.uk/system/files/media/documents/2020-12/executive-summary-programmatic-supply-chain-transparency-study.pdf",
      "source_date": "2020-05",
      "note": "10% of budget (ad serving, verification and data combined)"
    },
    "verif": {
      "value": 0,
      "basis": "budget",
      "source_title": "ISBA and PwC, \"Programmatic Supply Chain Transparency Study\"",
      "source_url": "https://www.isba.org.uk/system/files/media/documents/2020-12/executive-summary-programmatic-supply-chain-transparency-study.pdf",
      "source_date": "2020-05",
      "note": "0% (inside the 10%)"
    },
    "delta": {
      "value": 15,
      "basis": "budget",
      "source_title": "ISBA and PwC, \"Programmatic Supply Chain Transparency Study\"",
      "source_url": "https://www.isba.org.uk/system/files/media/documents/2020-12/executive-summary-programmatic-supply-chain-transparency-study.pdf",
      "source_date": "2020-05",
      "note": "15% of budget"
    },
    "ssp": {
      "value": 8,
      "basis": "budget",
      "source_title": "ISBA and PwC, \"Programmatic Supply Chain Transparency Study\"",
      "source_url": "https://www.isba.org.uk/system/files/media/documents/2020-12/executive-summary-programmatic-supply-chain-transparency-study.pdf",
      "source_date": "2020-05",
      "note": "8% of budget"
    },
    "ssp_tech": {
      "value": 1,
      "basis": "budget",
      "source_title": "ISBA and PwC, \"Programmatic Supply Chain Transparency Study\"",
      "source_url": "https://www.isba.org.uk/system/files/media/documents/2020-12/executive-summary-programmatic-supply-chain-transparency-study.pdf",
      "source_date": "2020-05",
      "note": "1% of budget"
    },
    "ivt": {
      "value": 0,
      "basis": "n/d",
      "source_title": "ISBA and PwC, \"Programmatic Supply Chain Transparency Study\"",
      "source_url": "https://www.isba.org.uk/system/files/media/documents/2020-12/executive-summary-programmatic-supply-chain-transparency-study.pdf",
      "source_date": "2020-05",
      "note": "0% (not measured)"
    },
    "other_q": {
      "value": 0,
      "basis": "n/d",
      "source_title": "ISBA and PwC, \"Programmatic Supply Chain Transparency Study\"",
      "source_url": "https://www.isba.org.uk/system/files/media/documents/2020-12/executive-summary-programmatic-supply-chain-transparency-study.pdf",
      "source_date": "2020-05",
      "note": "0% (not measured)"
    },
    "nv": {
      "value": 0,
      "basis": "n/d",
      "source_title": "ISBA and PwC, \"Programmatic Supply Chain Transparency Study\"",
      "source_url": "https://www.isba.org.uk/system/files/media/documents/2020-12/executive-summary-programmatic-supply-chain-transparency-study.pdf",
      "source_date": "2020-05",
      "note": "0% (not measured)"
    },
    "dsp_basis": "budget",
    "ssp_basis": "budget",
    "q_basis": "n/d",
    "markers": [
      "ISBA publisher revenue 51%"
    ]
  },
  "cma_2020": {
    "agency": {
      "value": 5,
      "basis": "budget",
      "source_title": "UK Competition and Markets Authority, Online platforms and digital advertising market study, Appendix R: fees in the adtech stack",
      "source_url": "https://assets.publishing.service.gov.uk/media/5fe49625e90e071207e10eff/Appendix_R_-_fees_in_the_adtech_stack_WEB.pdf",
      "source_date": "2020-07-01",
      "note": "5% of budget (weighted average; range 4% to 14%)"
    },
    "desk": {
      "value": 0,
      "basis": "budget",
      "source_title": "UK Competition and Markets Authority, Online platforms and digital advertising market study, Appendix R: fees in the adtech stack",
      "source_url": "https://assets.publishing.service.gov.uk/media/5fe49625e90e071207e10eff/Appendix_R_-_fees_in_the_adtech_stack_WEB.pdf",
      "source_date": "2020-07-01",
      "note": "0% (partly inside DSP fees)"
    },
    "dsp": {
      "value": 14,
      "basis": "step",
      "source_title": "UK Competition and Markets Authority, Online platforms and digital advertising market study, Appendix R: fees in the adtech stack",
      "source_url": "https://assets.publishing.service.gov.uk/media/5fe49625e90e071207e10eff/Appendix_R_-_fees_in_the_adtech_stack_WEB.pdf",
      "source_date": "2020-07-01",
      "note": "14% of DSP spend (range 5% to 42%)"
    },
    "dsp_other": {
      "value": 0,
      "basis": "step",
      "source_title": "UK Competition and Markets Authority, Online platforms and digital advertising market study, Appendix R: fees in the adtech stack",
      "source_url": "https://assets.publishing.service.gov.uk/media/5fe49625e90e071207e10eff/Appendix_R_-_fees_in_the_adtech_stack_WEB.pdf",
      "source_date": "2020-07-01",
      "note": "0%"
    },
    "data": {
      "value": 2,
      "basis": "step",
      "source_title": "UK Competition and Markets Authority, Online platforms and digital advertising market study, Appendix R: fees in the adtech stack",
      "source_url": "https://assets.publishing.service.gov.uk/media/5fe49625e90e071207e10eff/Appendix_R_-_fees_in_the_adtech_stack_WEB.pdf",
      "source_date": "2020-07-01",
      "note": "2% of DSP spend (fees DSPs charge for third parties)"
    },
    "verif": {
      "value": 0,
      "basis": "step",
      "source_title": "UK Competition and Markets Authority, Online platforms and digital advertising market study, Appendix R: fees in the adtech stack",
      "source_url": "https://assets.publishing.service.gov.uk/media/5fe49625e90e071207e10eff/Appendix_R_-_fees_in_the_adtech_stack_WEB.pdf",
      "source_date": "2020-07-01",
      "note": "0% (not covered)"
    },
    "delta": {
      "value": 0,
      "basis": "budget",
      "source_title": "UK Competition and Markets Authority, Online platforms and digital advertising market study, Appendix R: fees in the adtech stack",
      "source_url": "https://assets.publishing.service.gov.uk/media/5fe49625e90e071207e10eff/Appendix_R_-_fees_in_the_adtech_stack_WEB.pdf",
      "source_date": "2020-07-01",
      "note": "0% (not measured)"
    },
    "ssp": {
      "value": 16,
      "basis": "step",
      "source_title": "UK Competition and Markets Authority, Online platforms and digital advertising market study, Appendix R: fees in the adtech stack",
      "source_url": "https://assets.publishing.service.gov.uk/media/5fe49625e90e071207e10eff/Appendix_R_-_fees_in_the_adtech_stack_WEB.pdf",
      "source_date": "2020-07-01",
      "note": "16% of value sold (range 8% to 25%)"
    },
    "ssp_tech": {
      "value": 0,
      "basis": "step",
      "source_title": "UK Competition and Markets Authority, Online platforms and digital advertising market study, Appendix R: fees in the adtech stack",
      "source_url": "https://assets.publishing.service.gov.uk/media/5fe49625e90e071207e10eff/Appendix_R_-_fees_in_the_adtech_stack_WEB.pdf",
      "source_date": "2020-07-01",
      "note": "0%"
    },
    "ivt": {
      "value": 0,
      "basis": "n/d",
      "source_title": "UK Competition and Markets Authority, Online platforms and digital advertising market study, Appendix R: fees in the adtech stack",
      "source_url": "https://assets.publishing.service.gov.uk/media/5fe49625e90e071207e10eff/Appendix_R_-_fees_in_the_adtech_stack_WEB.pdf",
      "source_date": "2020-07-01",
      "note": "0% (not measured)"
    },
    "other_q": {
      "value": 0,
      "basis": "n/d",
      "source_title": "UK Competition and Markets Authority, Online platforms and digital advertising market study, Appendix R: fees in the adtech stack",
      "source_url": "https://assets.publishing.service.gov.uk/media/5fe49625e90e071207e10eff/Appendix_R_-_fees_in_the_adtech_stack_WEB.pdf",
      "source_date": "2020-07-01",
      "note": "0% (not measured)"
    },
    "nv": {
      "value": 0,
      "basis": "n/d",
      "source_title": "UK Competition and Markets Authority, Online platforms and digital advertising market study, Appendix R: fees in the adtech stack",
      "source_url": "https://assets.publishing.service.gov.uk/media/5fe49625e90e071207e10eff/Appendix_R_-_fees_in_the_adtech_stack_WEB.pdf",
      "source_date": "2020-07-01",
      "note": "0% (not measured)"
    },
    "dsp_basis": "step",
    "ssp_basis": "step",
    "q_basis": "n/d",
    "markers": [
      "CMA publishers about 65%"
    ]
  }
}