Google: News publishers are getting 80% of the ad revenue via programmatic

Google today stated that news publishers using Google Ad Manager are keeping over 80 percent of the revenue, when an ad is shown programmatically through Ad Manager.

Google Ad Manager is the adserver normally used by publishers that sell ads programmatically or directly to advertisers.

Adsense, Google’s platform for small publishers, is taking a cut of 32%. In general, more 12% than Google Ad Manager.

On Google Ad Manager, publishers can input the minimum price of their ad space, control the brands that can advertise, and indicate the types of ads they want to show, wrote Bonita Stewart, VP Global Partnerships, at Google. Ad Manager then finds the highest paying advertiser that meets the publisher’s requirements.

Google also states that based on the data from 100 news publishers globally with the highest programmatic revenue generated in Ad Manager, Google found that news publishers keep over 95 percent of the digital advertising revenue they generate.

When ads are sold directly, just using the ad serving technology, news publishers keep over 99 percent of the revenue.

Google clarifies that these numbers do not include fees that may be paid to other platforms and services.