Webinar: Programmatic Fees

Understanding the ‘Ad Tech Tax’ and Advertisers’ Approach to the Programmatic Display Stack

Automation has made it possible to buy and sell inventory at scale, in real time, with targeting and reporting based on data. This has fueled a revolution in digital display advertising—but a complex ecosystem and opaque market has led advertisers and publishers alike to complain about the “tech tax,” the programmatic fees they see as eating into media budgets.

Programmatic trading requires infrastructure and partners to function effectively. And those partners have to get paid.

In this Meet the Analyst Webinar, eMarketer principal analyst Nicole Perrin discussed how much these programmatic fees cost, explored (the lack of) programmatic transparency and dived into how advertisers are approaching the infrastructure underlying more than 80% of their display spending.

Watch this webinar, made possible by Adelphic, to learn:

How much of display budgets go to programmatic fees

What advertisers should and should not be worried about

The future of the “tech tax” and programmatic display spending patterns

Plus! Jon Schulz, CMO of Adelphic by Viant, joins the conversation

Adelphic speaks about their new report that gets traders’ take on top trends, opportunities and challenges in advertising

Ask questions, and interact with your eMarketer community of marketing peers

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Nicole Perrin Nicole Perrin is a principal analyst at eMarketer writing on digital marketing and advertising, including native advertising, storytelling and creative, customer experience, brand safety, Amazon’s ad business and consumer attitudes toward advertising.
Jon Schulz Jon Schulz is the CMO of Adelphic by Viant. Jon is a member of the executive leadership team and heads brand and product marketing, communications, strategic partnerships, research and creative services. He’s a recognized industry thought leader in automotive marketing, digital advertising and advanced analytics. Prior to joining Viant, Jon was a catalyst in the digitally driven transition of US brand marketing and advertising at Ford Motor Company, where he was head of digital marketing and CRM.


Lauren Fisher Lauren Fisher is a principal analyst at eMarketer. Her primary area of focus is on digital advertising topics such as programmatic advertising, cross-device targeting, attribution, identity and the customer experience. Prior to eMarketer, Lauren worked at Business.com managing events and all agency-facing marketing initiatives. Lauren has a BA in Journalism and a BA in Spanish from Pennsylvania State University; she also has an MA in Journalism and Communication from Ohio State University.


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