This is probably The Guardian study I was thinking of https://the-media-leader.com/where-did-the-money-go-guardian-buys-its-own-ad-inventory/ https://the-media-

This is probably The Guardian study I was thinking of https://the-media-leader.com/where-did-the-money-go-guardian-buys-its-own-ad-inventory/ https://the-media-leader.com/where-did-the-money-go-guardian... Says in the worst cases they only saw 30% of the revenue Recent studies have shown even worse results for other publishers https://whatsnewinpublishing.com/how-much-publisher-revenue-is-lost-to-ad-tech-fees/ https://whatsnewinpublishing.com/how-much-publisher-revenue-...