Digital ad dollars trickle down chart
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When advertisers spend money on digital ads, only a small portion goes to the original creators of the content. The majority is kept by intermediaries like ad exchanges, traffic brokers, and media agencies. On average, only 15% of total spending on programmatic ads makes it to publishers, with the remaining 85% going to these middlemen in the form of fees and commissions.
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Digital ad dollars trickle down chart
- 1. How your $$$ trickle down into fraudsters’ and middlemen’s pockets $150 billion $15 billion $135 billion DCN (good) publishers Other sites that carry programmatic ads Source: eMarketer, March 2019 97% spent by big brands (thru media agencies) Source: CNN, Jan 2020 Google 37% share Facebook 22% share Botnet 1 Botnet 2 Botnet 3 Big Exchange Big Exchange Big Exchange Small Exchange longtailsitestraffic resellers (round numbers) Source: CNBC, Sep 2019 Source: DCN, Oct 2018 18% network Source: DCN, Oct 2018 82% own properties Small Exchange Small Exchange Small Exchange Small Exchange All Others 32% Amazon 9%