"These [10%] rates seem closer to what GroupM's DSP rates might be, but the averages we have seen for the industry overall are still a bit higher today in top global regions for both DSP and SSP,” said Matt Prohaska, CEO and principal at digital advertising consulting firm Prohaska Consulting.
Publishers and advertisers alike are reducing the number of programmatic platforms they use, which is putting pressure on tech vendors to reduce fees. Overall, the fees that DSPs and SSPs charge are declining, but there are still additional tech fees from data management platforms (DMPs) and other tech vendors that advertisers get billed for, according to Prohaska. In March, Warc estimated that the “tech tax” accounted for 55% of all programmatic spend worldwide.