The share of advertiser spend retained by intermediaries between advertiser and publisher: DSP, SSP, data, verification, and agency fees. The ANA's 2023 study found only about 36 cents of each programmatic dollar entering a DSP effectively reached consumers; direct and PG deals have far lower take rates.
Related terms
Used in The Signal
Cite this entry:
Agency Echelon. "Take Rate." Agency Echelon Reference, reviewed October 2026. https://agencyechelon.com/reference/glossary/take-rate/