The programmatic ad supply chain can be opaque, making it difficult for buy- and sell-side platforms to quantify how much money is being paid to vendors.
Nearly one-third of US advertiser spending on programmatic display ads goes to tech and software intermediaries—the so-called “ad tech tax”—to execute ad transactions, before publishers receive the rest as ad revenues. That’s $11.65 billion going to fees and nearly $24 billion going to publishers.
To help answer this question The Association of Online Publishing is teaming up with blockchain ad trading platform Fenestra to increase financial transparency in the sell side supply chain. The pair say the partnership will help AOP members understand their supply paths, identify discrepancies, and optimise total supply path cost with their demand partners.