{"page":"/tools/ad-tech-fee-calculator","modified":"2026-11-10","license":"https://creativecommons.org/licenses/by/4.0/","columns":["Input","ANA Q3 2025 preset","ISBA/PwC 2020 preset","CMA 2020 preset"],"rows":[["Agency fee","0% (excluded from the ANA waterfall)","7% of budget","5% of budget (weighted average; range 4% to 14%)"],["Trading desk fee","0% (excluded)","0% (inside the agency fee)","0% (partly inside DSP fees)"],["DSP platform fee","6.0% of budget","8% of budget","14% of DSP spend (range 5% to 42%)"],["Other DSP charges","2.3% of budget (residual, our calculation)","0%","0%"],["Data fees","2.7% of budget","10% of budget (ad serving, verification and data combined)","2% of DSP spend (fees DSPs charge for third parties)"],["Verification and ad serving","0% (excluded)","0% (inside the 10%)","0% (not covered)"],["Unknown delta","0% (not reported)","15% of budget","0% (not measured)"],["SSP take rate","12.8% of budget","8% of budget","16% of value sold (range 8% to 25%)"],["Supply-side services","0%","1% of budget","0%"],["Invalid traffic","0.4% of budget","0% (not measured)","0% (not measured)"],["Other quality loss (non-measurable, MFA)","22.0% of budget","0% (not measured)","0% (not measured)"],["Non-viewable","14.8% of budget","0% (not measured)","0% (not measured)"],["Source","ANA Q3 2025 report","ISBA, May 2020","CMA, Appendix R, 1 July 2020"]],"sourceUrls":[[],[],[],[],[],[],[],[],[],[],[],[],["https://s3.amazonaws.com/media.mediapost.com/uploads/Q32025ProgrammaticTransparencyBenchmark.pdf","https://www.isba.org.uk/system/files/media/documents/2020-12/executive-summary-programmatic-supply-chain-transparency-study.pdf","https://assets.publishing.service.gov.uk/media/5fe49625e90e071207e10eff/Appendix_R_-_fees_in_the_adtech_stack_WEB.pdf"]]}