Adobe tackles transparency issues with SSP partnerships
Adobe has partnered with supply-side platform (SSP) and exchange partners to make all fees – including some that were previously undisclosed – fully transparent for marketers within its media buying platform Adobe Advertising Cloud. The move comes at a time when suppliers are taking initiative to increase transparency around auction dynamics passed to buy-side partners.
Supply-side platforms gain the majority of their revenue by taking a fee for helping online publishers monetize unsold advertising inventory. After it was discovered that a number of SSPs had included additional fees in media costs that were passed along to buy-side partners, Adobe Advertising Cloud has reached agreements with the industry’s leading inventory suppliers to either eliminate these fees entirely, or mandate full disclosure. All disclosed supplier fees will be displayed within Adobe Advertising Cloud’s platform moving forward.
Participating partners include:
• DoubleClick Ad Exchange
• Index Exchange
• OATH by Verizon
• The Rubicon Project
“We believe deeply that transparency can benefit everyone in the digital advertising industry, not just marketers. Openness and innovation are hallmarks of Adobe Advertising Cloud and we are pleased that our supply partners have joined us as we collectively work to bring accountability that most will agree is long overdue,” said Brett Wilson, vice president, Adobe Advertising Cloud.
“As outspoken advocates of transparency in the digital ecosystem — including on key issues such as supply chain integrity, fees, and the workings of auction dynamics — we are proud to support this initiative from Adobe. The future of digital advertising will be based on the intersection of brand advertising and programmatic. We’re excited to partner with Adobe Advertising Cloud across video and display advertising as we bring this future to life,” said Rajeev Goel, CEO of PubMatic.
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