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What Is Ad Path in Digital Advertising?

What's an ad path? Why does it matter so much for your digital ad budget? If digital advertising feels like a black box, this deep dive by Adclarity is for you. We unpack the ad path: The full route an ad impression takes from advertiser to publisher, across direct deals, programmatic buying, and ad networks. You’ll see how this journey shapes: Your true media cost and the so-called “ad tech tax” How much control and transparency you actually have Your exposure to ad fraud, invalid traffic, and brand risk We break down the three main ad paths: Direct deals – maximum control and transparency with selected publishers Programmatic – automated auctions via DSPs, SSPs, and exchanges Ad networks – bundled inventory, broad reach, and lower direct control We also look at how this applies to connected TV (CTV), where fragmentation and measurement challenges make understanding the ad path even more critical. Finally, we connect ad path analysis to: Smarter budget planning Cross-channel media strategy Benchmarking and competitive insight Reducing wasted spend and hidden costs over time If you’re responsible for digital ad strategy, this episode will help you see where your money actually goes and how to make more informed decisions across display, programmatic, and CTV.