"Every dollar spent on digital advertising goes on a journey before it reaches the publisher. Along the way, it gets smaller – much smaller.
In fact, the advertising supply chain has become so bloated with intermediaries that roughly 60% of ad spend never makes it to content creators, according to Christian Hendricks, president of Basis. He describes the phenomenon with a vivid analogy: everyone in the chain wants to “take a lick of the cookie” before passing it along."
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