GAM as SSP vs running an SSP tag direct: who keeps the margin

GAM as SSP vs running an SSP tag direct: who keeps the margin
Heard: mid-tier pubs default everything through GAM/AdX and never question the rev-share stacking.
— Through GAM: AdX takes its cut, plus any SSP routed via Open Bidding pays Google a fee on top — double dip.
— Direct SSP tag (Prebid): you keep the full SSP rev-share, no Google middle fee, full demand-path control.
— But GAM gives you forecasting, direct-sold trafficking, and AdX's unique demand you can't get elsewhere.
Impact: Route commodity SSPs through Prebid, keep AdX in GAM. Don't pay Google to access demand you could call direct. (sourced)