Ebiquity: for every dollar an advertiser spends programmatically, a publisher receives just 40c

Programmatic.jpgDarren Davidson reports in today's Media section of The Australian that one of the key architects of a bombshell report into how media agencies conduct business in the industry says new research by analytics firm Ebiquity has uncovered how for every dollar an advertiser spends programmatically, a publisher receives just 40c, and the problem is getting worse.

Nick Manning, Ebiquity's chief strategy officer, said the opaqueness of programmatic ad buying platforms enables a long tail of intermediaries to extract up to 60 per cent of advertisers' money without being able to quantify the value they provide for a brand.

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