{"page":"/blog/working-media-vs-non-working-media","modified":"2026-11-10","license":"https://creativecommons.org/licenses/by/4.0/","columns":["Cost line","ISBA and PwC (2020)","CMA (2020)","ANA benchmark"],"rows":[["Agency or trading desk fee","Non-working (converted to a percentage)","Not covered when charged directly by trading desks","Excluded from the waterfall"],["DSP platform fee","Non-working (about 8% on average)","Non-working","Non-working (6.0% in Q3 2025)"],["Third-party data","Inside demand-side technology fees","Not covered when charged directly by data providers","Non-working (DSP data, 2.7% in Q3 2025)"],["SSP or exchange fee","Non-working","Non-working","Non-working (12.8% in Q3 2025)"],["Unknown delta","15% of spend","Not measured","Zero in the 2023 matched data"],["Invalid, non-viewable, non-measurable or MFA impressions","Not deducted","Not deducted","Non-working (media productivity losses)"]],"sourceUrls":[[],[],[],[],[],[]]}