Transparency, literally.

The convoluted landscape of adtech often comes with a trade-off: while the technology that underpins it drives efficiency and scale, it can also accumulate incremental costs that are eating into profit margins. As the conversation around adtech tax gains momentum, so too does scrutiny of the hidden incentives shaping the programmatic ecosystem.

The truth is, the gap between advertisers and publishers has widened significantly. According to the Dhar Method, more than half (55%) of advertiser spend is absorbed by intermediaries - DSPs, SSPs, and other tech vendors - leaving just 45% to reach publishers.

The cost of doing business in programmatic is high for both advertisers and publishers, but unfortunately, that’s the price you pay for efficiency, scale, and advanced targeting.

Doesn’t seem fair, does it? Surely there’s another way?

“In This Business, You Gotta Pay to Play” Scarface

The traditional revenue-share model in programmatic means that for every dollar an advertiser spends, only a fraction makes it to the publisher. A typical flow may look something like:

• An advertiser bids $5 CPM through a DSP.

• After the DSP’s margin (e.g., 20%), $4 goes into the exchange.

• The exchange, along with the SSP and other fees, take another $1.50.

• The publisher ultimately receives just $2.50—half of the original advertiser spend.

Each intermediary plays an important role in enabling efficiency, scale, and targeting. But zooming out, the revenue leakage becomes clear: advertisers are paying a premium, while publishers struggle with diminishing returns.

“Show Me the Money” Jerry Maguire

A fixation on lowering CPMs has led many advertisers into a "race to the bottom," where cheaper inventory often equates to higher fraud risk and lower engagement. Fraudulent or made-for-advertising sites can afford to offer bargain-basement CPMs because they have no real content costs. 

Real, premium publishers with engaged human audiences, on the other hand, require sustainable pricing. Paying a higher CPM to trusted publishers can actually increase efficiency. One case study showed that a major bank paying 40% higher CPMs to a curated list of premium publishers achieved a 70% increase in conversions - spending less overall while driving better outcomes.

“We deal in truth, not deception.” – The Bourne Supremacy 

The shift toward transparent pricing models signals a new era in programmatic advertising - and one that we here at @curate are championing. Imagine a future where publishers reclaim lost revenue, advertisers maximize media efficiency, and technology partners provide value without eroding margins. Well, you don’t have to imagine any longer.

@curate’s fixed CPM model separates media cost from tech fees, ensuring predictable, cost-efficient buying across all channels. Unlike revenue-share models, which scale fees with media costs, a flat CPM fee keeps costs low, equitable, transparent, and above all else a fair fixed-price for a service. 

Benefits include:

More Working Media, Higher ROAS

• Up to 75% of spend reaches publishers, compared to under 50% in a 40% rev-share model

• 1.5x more impressions delivered in a display conversion campaign

• 60% lower cost-per-completed-view in CTV campaigns

Full Transparency & Predictability

• Flat £1 CPM fee—no hidden markups or rising costs

• Easy budgeting with clear line-item visibility

• Easy cost modelling across client accounts

• Removes business interest conflict

• No incentive for @curate to push higher-cost inventory

Stronger Performance & Lower Cost-per-Conversion

• More impressions = more conversions in performance campaigns

• Increased reach & engagement in awareness-driven CTV campaigns

• Fixed costs mean higher efficiency at scale

"The only thing that stands between you and your dream is the will to try and the belief that it is actually possible." Fight Club

We make it possible. Switching to @curate’s fixed CPM pricing model ensures more of your spend reaches your audience, maximising campaign performance while eliminating hidden costs. Drive transparency, efficiency, and stronger results - every time.

Want to see the impact for your campaigns? Let’s talk.