> The share the Alphabet Inc. subsidiary takes of each advertising transaction on its exchange—a marketplace for ad buyers and sellers—is typically two- to four

> The share the Alphabet Inc. subsidiary takes of each advertising transaction on its exchange—a marketplace for ad buyers and sellers—is typically two- to four-times as much as the fees charged by rival digital advertising exchanges If I understand this correctly, this is about auctions/exchanges (middlemen which have little to do with ad targeting and quality), not ROI, as some commenters have suggested. Correct me if I’m wrong, my adtech knowledge is limited.