The ad tech tax refers to what ad tech companies extract for themselves as revenues and profits from the supply chain that connects the advertiser that spends the dollar and the publisher that is supposed to place the ads. Only 40 - 60% of the dollar is left for the publisher after this adtech tax. This means less than half of the dollar that the advertiser spends goes towards "working media."

1. January 2019 / Page 0marketing.scienceconsulting group, inc.
linkedin.com/in/augustinefou
Adtech Tax: 40 - 60% extracted
Source: WFA, April 2017
Source: ANA, May 2017

2. January 2019 / Page 1marketing.scienceconsulting group, inc.
linkedin.com/in/augustinefou
60¢ per $1 left for “working digital media”
“Supporting details confirm that for every $1 the advertiser
spends, only 57 – 63 cents goes towards digital media.”
“mark up”
“working media”
“working media”
“mark up”