{"page":"/blog/working-media-vs-non-working-media","modified":"2026-11-10","license":"https://creativecommons.org/licenses/by/4.0/","columns":["Definition","What counts as working","What counts as non-working","Outside the scope","Latest figure (date, source)"],"rows":[["Marketing budget usage (no single owner)","Paid media placements","Agency fees, creative production, research, ad technology","n/a","n/d; no standard published series"],["ISBA and PwC, programmatic study","Spend that reaches the publisher","Agency fee, DSP fee, demand-side tech fees, unknown delta, SSP fee, supply-side tech fees","Wasted impressions","51% in Q1 2020 data (ISBA, May 2020)"],["UK CMA, Appendix R","Publisher revenue from open display","Intermediary fees in the analysis","Trading desk fees, third-party data and verification fees","About 65% on 2019 data (CMA, 1 Jul 2020)"],["ANA TrueAdSpend","Spend on impressions that are non-invalid, measurable, viewable and not on MFA sites","DSP platform, data and additional fees, SSP fees, plus invalid, non-measurable, non-viewable and MFA impressions","Agency, ad serving and managed service fees; brand safety","45.1% in Q2 2026 (Fiducia on ANA, 6 Aug 2026)"]],"sourceUrls":[[],["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://www.fiducia.eco/post/ana-programmatic-transparency-benchmark-q2-2026-working-media-efficiency-reaches-a-record-45"]]}