Automation has made it possible to buy and sell inventory at scale, in real time, with targeting and reporting based on data. This has fueled a revolution in digital display advertising—but a complex ecosystem and opaque market has led advertisers and publishers alike to complain about the “tech tax,” the programmatic fees they see as eating into media budgets.
Programmatic trading requires infrastructure and partners to function effectively. And those partners have to get paid.
In this Meet the Analyst Webinar, eMarketer principal analyst Nicole Perrin discussed how much these programmatic fees cost, explored (the lack of) programmatic transparency and dived into how advertisers are approaching the infrastructure underlying more than 80% of their display spending.
Not a PRO user? You can view an on-demand version here.
Made possible by Adelphic, this video webinar explores:
- How much of display budgets go to programmatic fees
- What advertisers should and should not be worried about
- The future of the “tech tax” and programmatic display spending patterns
- Plus! Jon Schulz, CMO of Adelphic by Viant, joined the conversation
- Adelphic speaks about their new report that gets traders’ take on top trends, opportunities and challenges in advertising