Chance Johnson on ad tech economics
From Ep. 107 Inside Nexxen: Chance Johnson on Building a Smarter, More Transparent DSP · · MarketectureTV
“eMarketer shows that more than 50 cents of every dollar from an advertiser doesn't make its way to a publisher; it's getting lost in this ad tech tax.”
On , Chance Johnson, Chief Commercial Officer at Nexxen International, spoke about ad tech economics during Ep. 107 Inside Nexxen: Chance Johnson on Building a Smarter, More Transparent DSP on MarketectureTV.
About Chance Johnson
Chance Johnson, Chief Commercial Officer at Nexxen, has discussed the company’s role as an independent, end-to-end advertising platform that integrates digital and linear planning, a DSP, SSP, and ad serving across a consistent data layer. In a November 2025 podcast, Johnson stated that “eMarketer shows that more than 50 cents of every dollar from an advertiser doesn't make its way to a publisher; it's getting lost in this ad tech tax,” and argued that while some SSPs are resellers, the label is “unfair and does an injustice to premium high-quality supply sources like Nexon that are bringing a lot of value.” He described Nexxen’s interoperable platform as enabling collaboration and shared success, and emphasized the importance of trust and transparency to bridge the gap between buyers and sellers. In an April 2024 interview, Johnson said that signal loss from the deprecation of third-party cookies is “bringing a lot more of the art back to advertising — it's not just data, it's not just science anymore,” and noted that contextual targeting is becoming a smarter alternative for marketers. He described supply path optimization as “a big tailwind for our business” and stated that “transparency is very, very healthy,” adding that the industry has “brought in a little bit more integrity back to the industry where marketers and advertisers can see exactly where their money is going.”
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