{"page":"/tools/ad-tech-fee-calculator","modified":"2026-11-10","license":"https://creativecommons.org/licenses/by/4.0/","columns":["Step","Who takes it","What the calculator asks for"],"rows":[["1","Agency","Agency fee, as a share of the budget"],["2","Trading desk","Trading desk or managed-service fee"],["3","Demand-side platform (DSP)","Platform fee and any other DSP charges"],["4","Data and verification vendors","Third-party data, ad serving and verification fees"],["5","Unknown","The unknown delta: spend recorded as paid but never recorded as received"],["6","Supply-side platform (SSP)","The SSP's take rate"],["7","Supply-side services","Open Bidding or similar fees on the sell side"],["8","Publisher","What is left: working media"],["9","Quality","Spend lost to invalid traffic, non-viewable and other low-quality impressions"]],"sourceUrls":[[],[],[],[],[],[],[],[],[]]}