2. Inefficient advertising costs

• Advertising platforms are famous for charging very high fees and fees. These platform fees are 25 to 60% in most cases. In addition, these fees are often compounded and multiplied as inventories pass through multiple advertising platforms. Up to 70% of advertising costs fall into the hands of platforms, advertising exchanges and commission brokers, leaving only 30% to content providers. In contrast to much value being spent on content, it is a loss for content providers. This lowers the return on end (ROAS) of advertisers.

• Another problem is that since advertisements are provided by the platform, the expected effect and value of advertisements are determined by the platform.