Google Opens Its Black Box And Shares Fees Across DV360, Google Ads And Google Ad Manager - AdExchanger

Google Opens Its Black Box And Shares Fees Across DV360, Google Ads And Google Ad Manager - AdExchanger

Google Opens Its Black Box And Shares Fees Across DV360, Google Ads And Google Ad Manager - AdExchanger

Posted: 23 Jun 2020 03:02 PM PDT

Google ad tech fees
Google's tech fees have long been a source of speculation in an ad industry where hidden fees are common.

Google attempted to put to rest questions about its fees in a pair of blog posts Tuesday that shared the take rates for its buying portals, Google Ads and Display & Video 360, as well as its publisher tech, Google Ad Manager. It is the first time that Google, under scrutiny from regulators, has made these fees public.

When an advertiser's $1 in media spend starts and ends with Google tech, publishers receive 69 cents of every dollar, or 69%. Google takes the other 31%, according to 2019 aggregate data.

Google's DSP, DV360, takes an average of 13 cents of every $1 an advertiser spends. Then, Google Ad Manager charges an average of 18 cents of that original dollar.

Google Ads, where advertisers extend search campaigns into display, takes an average of 14% of every $1 an advertiser spends. The ad network charges advertisers on a cost-per-click basis but pays publishers on a CPM basis, so the average varies.

Google also disclosed how much it takes from publishers when they're selling ads both directly and programmatically.

An analysis of 100 top news publishers using Google found that they directly sold three-quarters of their inventory. Google charges just a 1% ad-serving fee in that setup.

For the remaining quarter of ads, which are filled programmatically, Google charged around a 16% fee for the impressions it handled. Google claimed that given how many impressions publishers fill directly, it takes around 5% of these news publishers' overall revenue.

There are a couple of caveats: Google's analysis didn't include any impressions handled by its header bidding product open bidding. And publishers may be paying higher or lower fees if they're selling ads through different ad exchanges or DSPs.

Google also didn't exactly share how AdSense fits into the equation. Google previously shared the take rate for its AdSense product, which averages 68%. But Google wanted publishers to know that it doesn't double-stack its fees when a Google Ad Manager publisher uses AdSense for backfill within Ad Manager.

Why share this data?

Transparency is a good look for Google right now.

Google anticipates an antitrust case this summer, where many parts of its business will be put under a microscope. This Friday, the Justice Department and state attorneys general plan to meet to discuss the case, according to The Wall Street Journal. Google's ad tech fees could be part of the case.

One antitrust paper released last year faulted Google for not sharing its end-to-end fees. "No one (other than Google) has visibility into what happens between AdWords and AdX," the paper said.

There's also been a broader push for transparency across the programmatic ecosystem. Buyers and sellers realized that their contracts with tech partners only partially revealed all the fees they were being charged from one end to the other.

Nearly three years ago, independent ad tech companies including AppNexus and Rubicon Project shared their take rates and slashed fees amid pressure to rid the industry of hidden fees. And when The Trade Desk went public, it began sharing its fees on a yearly basis.

To uncover hidden fees, industry organizations such as ISBA have audited the supply chain. Marketers have turned to blockchain and other new tech Buyers have made requests for log-level data. All of these moves signaled the urgency with which advertisers and publishers view the lack of transparency in programmatic. Google may be trying to assuage these concerns by publicly sharing data it's never disclosed before. Launches Programmatic Software to Take the Risk and Uncertainty Out of Out-of-Home Advertising - PRNewswire

Posted: 23 Jun 2020 05:00 AM PDT

"With states and counties opening and adapting to COVID-19, creating dynamic advertising micro or large scale campaigns that can react to our performance data will give markets an edge in an unprecedented economy," said Matt O'Connor, CEO of "Brands previously looked to the top five markets for their primary focus, but now the shift in spend will go to other regions around the country that are opening up at a faster pace. We've created a software that runs like Google Adwords for Out-of-Home and that is going to usher in an entire new generation of marketers into the channel."

According to a report produced by MAGNA Intelligence, the market research unit of IPG Mediabrands, DOOH sales have been growing by 16% per year in the last five years and investment from media owners in digital screens has skyrocketed in the last few years.

True to's mission to make OOH easy and accessible to marketers of all budgets, users can self-execute a hyper-targeted campaign in 10 minutes, pending a publisher approval time that can be granted in less than two hours. This can be done by simply selecting a target audience, points of interest, desired venues, screen types and publishers — all through a UX that will seem familiar to any marketer.'s DSP plugs into multiple SSP platforms such as Broadsign Reach and Vistar Media. Marketers can execute campaigns across 30 different types of digital screen inventory ranging from highway billboards to quick service restaurants to doctor's offices. Users can access more than 300,000 digital screens at launch, with over 500,000 available by the end of 2020.

The industry-first Attribution Dashboard gives users dynamic access to conversion data such as actual delivered impressions, website visits/signups/conversions, app downloads, and in-store visits in less than 48-hours. It also tracks conversion quality metrics such as exposure conversion rates, average days between last exposure/conversion, and total estimated conversion, all directly within the platform.

"We have executed some lightweight programmatic OOH campaigns in the past, but given this moment the ability to adapt to meet Americans where they are now, which changes week-to-week, is a game changer," said Sydney Rose, Director of Programs, "OOH advertising is particularly effective as the reach and impact is unparalleled, and it's an extremely efficient way to get our simple message out - register and VOTE. We can run our billboard campaigns much like a traditional digital campaign to ensure we get the best ROI, and the AdQuick platform seems familiar to me despite using it for the first time."

About is the easiest way to purchase and measure outdoor advertising and is building the operating system to bring the OOH industry online. It is the first company to allow anyone to complete the full cycle of booking outdoor ads online, and connects advertisers and agencies to OOH media owners anywhere in the U.S. and abroad. Founded in Los Angeles in 2016 by former Instacart executives,'s mission is to make OOH advertising more transparent, easier and effective through advanced machine learning-driven, high-touch campaign building technology. Brands such as Turo, Mizzen + Main and Compass among many other next generation marketers use to make OOH a key part of their marketing-mix. For more information visit is currently available in the US, Canada, UK, Germany, Australia and 12 other countries.

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Programmatic Marketing and Advertising Market Is Booming Worldwide | Marin Software, MediaMath, Wordstream, Choozle, Flashtalking, Adwords, Acquisio - Cole of Duty

Posted: 22 Jun 2020 11:22 PM PDT

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