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How your $$$ trickle down into
fraudsters’ and middlemen’s pockets
$150 billion
$15
billion
$135
billion
DCN (good)
publishers
Other sites that carry
programmatic ads
Source: eMarketer, March 2019
97%
spent by big brands
(thru media agencies)
Source: CNN, Jan 2020
Google
37% share
Facebook
22% share
Botnet 1 Botnet 2 Botnet 3
Big Exchange Big Exchange Big Exchange
Small
Exchange
longtailsitestraffic
resellers
(round numbers)
Source: CNBC, Sep 2019
Source: DCN, Oct 2018
18% network
Source: DCN, Oct 2018
82% own properties
Small
Exchange
Small
Exchange
Small
Exchange
Small
Exchange
All Others
32%
Amazon
9%

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Digital ad dollars trickle down chart

  • 1. How your $$$ trickle down into fraudsters’ and middlemen’s pockets $150 billion $15 billion $135 billion DCN (good) publishers Other sites that carry programmatic ads Source: eMarketer, March 2019 97% spent by big brands (thru media agencies) Source: CNN, Jan 2020 Google 37% share Facebook 22% share Botnet 1 Botnet 2 Botnet 3 Big Exchange Big Exchange Big Exchange Small Exchange longtailsitestraffic resellers (round numbers) Source: CNBC, Sep 2019 Source: DCN, Oct 2018 18% network Source: DCN, Oct 2018 82% own properties Small Exchange Small Exchange Small Exchange Small Exchange All Others 32% Amazon 9%