{"page":"/blog/what-is-programmatic-advertising","modified":"2026-11-10","license":"https://creativecommons.org/licenses/by/4.0/","columns":["Step in the ANA cost waterfall","Share of spend","Of $10","Source"],"rows":[["Spend entering the DSP","100%","$10.00","Starting point"],["Transaction costs (DSP platform, DSP data, SSP fees)","27.2%","$2.72","ANA via Fiducia, 6 August 2026"],["Seller revenue","72.8%","$7.28","Calculated: 100% minus 27.2%"],["Spent on impressions that fail quality checks (not viewable, not measurable, invalid traffic or made-for-advertising sites)","27.7%","$2.77","Calculated: 72.8% minus 45.1%"],["TrueAdSpend: quality impressions","45.1%","$4.51","ANA via Fiducia, 6 August 2026"]],"sourceUrls":[[],["https://www.fiducia.eco/post/ana-programmatic-transparency-benchmark-q2-2026-working-media-efficiency-reaches-a-record-45"],[],[],["https://www.fiducia.eco/post/ana-programmatic-transparency-benchmark-q2-2026-working-media-efficiency-reaches-a-record-45"]]}