ad tech take rate

Two sources at ad tech platforms that observe programmatic bidding patterns said they’ve seen Omnicom agencies shifting spend from The Trade Desk to Amazon DSP in Q3. The Trade Desk denies any such shift.

More competition between SSPs and ad servers should be a boon for publishers in the long term. But publishers will feel some growing pains if there is a sudden disruption in Google’s ad payouts or if their ad server fees increase.