Myth: pick the SSP with the lowest take rate

Myth: pick the SSP with the lowest take rate
Classic procurement logic — lowest rev share wins. It ignores how the money actually flows.
— A 10% SSP that bid-shades hard nets you less than a 20% SSP with strong unique demand and clean paths
— Hidden buy-side fees and DSP rebates can dwarf the stated sell-side take rate
— Curation-quality and seller-trust scores move CPMs more than the headline percentage
Net yield beats the take rate.
Impact: measure net revenue per thousand requests, not the published rev share. (sourced)