Direct-advertiser offers pay 18% more but cover 30% less
Direct (exclusive) = network holds the advertiser relationship itself, no middle layer.
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Median payout premium, direct vs aggregated: +18% ▏▏▏▏▏
Geo coverage breadth, direct: 30% narrower ▏▏▏▏▏▏▏
Cap size, direct: ~2.4x larger ▏▏▏▏▏▏▏
Reversal transparency, direct: materially higher
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Sample: 22 offers available both direct and via aggregator.
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Aggregators win on breadth and fill; direct relationships win on rate, caps, and clean data.
Read: aggregate to test, then chase the direct relationship once a winner emerges.
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Direct-advertiser offers pay 18% more but cover 30% less
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