What is Take Rate?
Also known as: Ad tech tax, DSP margin, Rev share
Quick definition
Take rate is the percentage of advertiser spend that an ad tech intermediary keeps as its fee; in programmatic chains, several DSP and SSP take rates stack, so only part of the original budget reaches the publisher.
Key points
- Public benchmarks
- Listed DSPs and SSPs disclose revenue and gross spend in SEC filings, letting analysts estimate take rates. See AdTech Radar Earnings.
Benefits
- Funds technology, data and fraud protection
Trade-offs
- Opaque fees reduce working media
- Stacked resellers multiply fees
FAQ
How do buyers reduce take rates?
Through supply path optimization, direct deals and contract fee caps.
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Official sources
Last reviewed 2026-10-27. Explanations are written by AdTech Radar; consult the official specification for implementation.