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 publishers received about 36 cents of each open-web programmatic dollar; 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 September 2026. https://agencyechelon.com/reference/glossary/take-rate/