What is adtech benchmarking?

Adtech benchmarking compares DSPs, SSPs on metrics like CPM, viewability, ROAS — but often gamed by vendors.

Does benchmarking help pick the best DSP?

Sometimes for basics, but ignores real-world factors like integration costs and support — leading to costly switches.

Why do adtech benchmarks fail marketers?

They're vendor-controlled, miss offline sales, and fuel hype over actual performance.

AdTech's Benchmarking Comic Exposes the Metric Madness That's Bleeding Marketers Dry

This week's AdExchanger comic rips into adtech benchmarking, showing how everyone's gaming the numbers. Real marketers? They're left holding the bag on wasted spend.

AdTech Beat Apr 11, 2026 3 min read

AdExchanger comic strip depicting a marketer overwhelmed by conflicting benchmarking charts from adtech vendors

⚡ Key Takeaways

Adtech benchmarks are often gamed, costing marketers millions in misguided spends. 𝕏
Comic highlights how measurement gaps kill real ROI, especially at point-of-sale. 𝕏
Cookieless era will break current benchmarks, benefiting walled gardens like Google. 𝕏

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AdTech Beat

Informed capital. Intelligent coverage.

#DSP comparison #adexchanger comic #adtech benchmarking #measurement pitfalls

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Originally reported by AdExchanger

⚡ Key Takeaways

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