{"page":"/research/cost-of-renting-ad-tech","modified":"2026-10-18","license":"https://creativecommons.org/licenses/by/4.0/","columns":["Item","Chart","Type","Data"],"rows":[["1","Where the dollar goes, US 2023 vs 2024","Waterfall","ANA 2023 study; ANA 2024 as reported"],["2","Where the pound goes, UK 2020 vs 2022","Waterfall","ISBA/PwC"],["3","Working media share, quarterly","Line with metric-change markers","ANA benchmark"],["4","DSP effective take rate, annual","Bar","The Trade Desk 10-K series"],["5","Fee variance on identical inventory","Range (dot and whisker)","Adalytics; platform data"],["6","Unattributable gap, 2020 vs 2022","Bar","ISBA"],["7","Retail media gross-to-net","Stacked bar","Cardlytics; Walmart; Instacart"],["8","TCO as share of spend at three budgets, three models","Grouped bar","H1 model"],["9","Infrastructure cost per billion bid requests, cloud vs bare metal","Bar","Bidder planner; Hetzner"],["10","Fee share vs working media, by year","Scatter","ANA; ISBA"],["11","Platform data: fees paid to exchanges by channel","Box plot with n","Platform aggregates"],["12","Cost of renting vs owning at the reader's spend","Interactive (embed of the TCO breakeven chart)","H1 model"]],"sourceUrls":[[],[],[],[],[],[],[],[],[],[],[],[]]}