{"page":"/blog/working-media-benchmark","modified":"2026-10-18","license":"https://creativecommons.org/licenses/by/4.0/","columns":["Study","Date","What it measured","Figure","Source"],"rows":[["ANA, \"Programmatic: Seeing through the financial fog\"","2017","Buy-side fees as share of spend, 7 advertisers, $36.4 billion","28%, including about 9% data","CMA, Appendix R, 1 Jul 2020"],["Plum Consulting for DCMS","Jan 2019","Publisher share, expert estimates, UK","62p per £1","CMA, Appendix R, 1 Jul 2020"],["eMarketer","Aug 2019","Share of US non-social programmatic display spend to intermediaries","Nearly one third; $11.6 billion in fees in 2019","eMarketer, Aug 2019; AdExchanger, 5 Aug 2019"],["ISBA and PwC, study I","May 2020","Publisher share and unknown delta, 31 million matched impressions, UK, Q1 2020","Publishers 51%; unknown delta 15%","ISBA, May 2020"],["UK CMA","1 Jul 2020","Publisher share from 2019 intermediary fee data, UK","Publishers about 65%; take about 35%","CMA, Appendix R, 1 Jul 2020"],["Adalytics","Apr 2022","DSP and SSP fees from log data, US","DSP plus SSP up to 35% on average; SSP median about 20%; one SSP 7% to 42%","Adalytics, Apr 2022"],["ISBA and PwC, study II","18 Jan 2023","Unknown delta and match rate, UK, 2022","Unknown delta 3%; match rate 58%","ISBA, 18 Jan 2023"]],"sourceUrls":[["https://assets.publishing.service.gov.uk/media/5fe49625e90e071207e10eff/Appendix_R_-_fees_in_the_adtech_stack_WEB.pdf"],["https://assets.publishing.service.gov.uk/media/5fe49625e90e071207e10eff/Appendix_R_-_fees_in_the_adtech_stack_WEB.pdf"],["https://www.emarketer.com/content/emarketer-s-new-ad-tech-tax-estimates-show-one-third-of-spending-goes-to-intermediaries","https://www.adexchanger.com/analysts/emarketer-ad-tech-gets-a-tax-cut-as-programmatic-fees-decline/"],["https://www.isba.org.uk/system/files/media/documents/2020-12/executive-summary-programmatic-supply-chain-transparency-study.pdf"],["https://assets.publishing.service.gov.uk/media/5fe49625e90e071207e10eff/Appendix_R_-_fees_in_the_adtech_stack_WEB.pdf"],["https://adalytics.io/blog/adtech-supply-fees"],["https://www.isba.org.uk/knowledge/second-programmatic-supply-chain-transparency-study"]]}