Understanding Working Media in Programmatic Advertising Budgets
· 2d ago · Originally reported by PPC Land
Working media refers to the portion of an advertising budget that is spent directly on ad placements, as opposed to costs like agency fees, data, technology, or production. This ratio is often debated within programmatic advertising due to varying definitions and transparency concerns.
Why it matters
Knowing how much of an ad budget actually goes toward showing ads helps marketers assess efficiency and value in their campaigns.
Explain it like I’m new here
It's like paying for a pizza and wanting to know how much of your money buys the pizza itself versus the box and delivery fees.
Terms in this story
Agency
An agency is a company that plans, buys, creates or manages advertising on behalf of advertisers, in exchange for fees, commissions or a margin on the media it buys.
Programmatic advertising
Programmatic advertising is buying and selling ad space through automated software, usually one impression at a time, instead of through manual negotiations, phone calls and paper contracts.
Ad slot (ad unit)
An ad slot (or ad unit) is a specific, defined place on a page, app screen or video stream where an ad can be shown, with its own size, format and rules.
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