{"page":"/research/cost-of-renting-ad-tech","modified":"2026-10-18","license":"https://creativecommons.org/licenses/by/4.0/","columns":["Source","What it gives","Cadence and latest","Access","How we use it"],"rows":[["ANA Programmatic Media Supply Chain Transparency Study","Per-dollar split: consumer share, transaction costs, productivity losses; 21 marketers, 12 supply-chain companies, $123M, 35.5B impressions","One-off, 5 Dec 2023 (ANA library)","Public summary; full report to members","Baseline for the fee-share metric"],["ANA Programmatic Transparency Benchmark (with TAG TrustNet and Fiducia)","Working media share, TrueAdSpend, TrueCPM, MFA, IVT, viewability, CTV share","Quarterly since 17 Jun 2024; Q2 2026 findings 26 Aug 2026; Q3 2026 webinar 4 Nov 2026 (ANA library)","Press releases public; reports to members","Time series for working media; the quarterly working media benchmark tracks it between editions"],["ISBA / PwC Programmatic Supply Chain Transparency Study","UK per-dollar split by intermediary; unknown delta","2020 and 2022 (Marketing Dive, 7 May 2020; ExchangeWire, 16 Sep 2026)","Executive summaries public","UK baseline; intermediary split"],["Adalytics","Fee variance on identical inventory; bot and MFA findings","Irregular; pre-bid bot report and CSAM-site report in 2026 (Adalytics blog)","Public","Fee-variance metric; media-quality context"],["eMarketer","Spend forecasts by channel and market","Continuous; subscription","Paywalled; cited through its public pages and press coverage","Denominators for market-level fee estimates; always labelled forecast"],["SEC filings: The Trade Desk, Criteo, Magnite, PubMatic, Cardlytics, Amazon, Walmart, Instacart","Revenue, gross spend or media spend, consumer incentives, partner share, segment disclosures","Annual 10-K (February to March); quarterly 10-Q","Public","Effective take rates; retail media gross-to-net"],["Cloud price pages: AWS, Google Cloud; aggregators Vantage, CloudZero, egresscost.com","Instance and egress list prices with dates","Checked quarterly","Public","Infrastructure cost line"],["US BLS Occupational Employment and Wage Statistics","Median wages","Annual (May reference month)","Public","Staff cost line"],["IAB Tech Lab and Prebid.org","Timeout rules, throughput references","On change","Public","Infrastructure sizing assumptions"],["Anonymized platform data (opt-in customers of the sponsor)","Observed bid-request volume, bid rates, win rates, fees paid to exchanges and data vendors, infrastructure cost per billion requests","Continuous; 90-day lag","Private; aggregates only","Fee-variance and infrastructure metrics; never a headline on its own"]],"sourceUrls":[["https://www.ana.net/micpackage/show/id/97114"],["https://www.ana.net/micpackage/show/id/97114"],["https://www.marketingdive.com/news/15-of-programmatic-ad-spend-disappears-in-the-supply-chain-study-says/577525/","https://www.exchangewire.com/blog/2026/09/16/the-ad-tech-toll-road/"],["https://adalytics.io/blog"],[],[],[],[],[],[]]}