{"page":"/research/cost-of-renting-ad-tech","modified":"2026-10-18","license":"https://creativecommons.org/licenses/by/4.0/","columns":["Item","Metric","Definition","Primary source"],"rows":[["1","Fee share per dollar","Platform (DSP) + SSP + data and verification fees as a share of advertiser spend","ANA transaction costs; ISBA intermediary lines"],["2","Working media share","Share of spend reaching the publisher (ANA \"reaching publishers\"); TrueAdSpend shown separately as a stricter measure","ANA benchmark"],["3","DSP effective take rate","Revenue over gross spend from filings; labelled \"our calculation\"; includes fee in the denominator","The Trade Desk 10-K; Criteo where disclosed"],["4","SSP effective take rate","Revenue over ad spend through the platform where a filing discloses both; else n/d","Magnite, PubMatic 10-Ks (to be verified each edition)"],["5","Fee variance","Range of fee percentages observed on the same inventory and buyer path","Adalytics findings; platform data"],["6","Unattributable gap","Share of buyer spend not matched to seller receipts","ISBA 2020 and 2022"],["7","Cost per 1,000 working impressions","Spend divided by impressions that are measurable, viewable, valid and not MFA","ANA TrueCPM; platform data where viewability is measured"],["8","Rented vs owned TCO as share of spend","From the TCO methodology at $5M, $25M and $100M","H1 model with the edition's defaults"],["9","Infrastructure cost per billion bid requests","(Compute + egress) per month divided by requests per month, cloud list prices","Bidder capacity planner; platform data"],["10","Retail media gross-to-net","Consumer incentives, partner share and media pass-through as shares of billings","Cardlytics 10-K; Walmart, Instacart disclosures"],["11","Year-on-year change","For each of the above, with the metric held constant","All"]],"sourceUrls":[[],[],[],[],[],[],[],[],[],[],[]]}