Adobe Partners with Over 15 of Industry’s Biggest Supply-Side
Platforms and Exchanges to Make all Fees Transparent
Company Website:
http://www.adobe.com
SAN JOSE, Calif. -- (Business Wire)
Although the advent of digital advertising has brought marketers
meaningful gains in effectiveness and in efficiency, the industry
remains beleaguered by a problem that has been seemingly impossible to
solve: a lack of transparency. Despite impressive technological
innovation, marketers still struggle to answer basic questions like
where their ad dollars are going and how their ads are
performing. Issues like poor media quality, hidden fees and misaligned
incentives abound.
To address these challenges – Adobe (Nasdaq:ADBE) today announced that
Adobe Advertising Cloud, the industry’s first end-to-end platform for
managing advertising across traditional TV and digital formats, has
become the first media buying platform to partner with supply-side
platform (SSP) and exchange partners to make all fees – including some
that were previously undisclosed – fully transparent. 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
-
FreeWheel
-
Index Exchange
-
MoPub
-
OATH by Verizon
-
OpenX
-
PubMatic
-
Sharethrough
-
SpotXchange
-
The Rubicon Project
-
Teads
-
Telaria
-
TripleLift
“We believe deeply that transparency can benefit everyone in the digital
advertising industry, not just marketers,” said Brett Wilson, vice
president, Adobe Advertising Cloud. “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.”
“Driving more transparency in advertising is a top priority at L’Oréal,”
says Nadine Karp McHugh, SVP Omni Media, Strategic Investments,
Programmatic and Creative Solutions at L'Oréal USA. “Adobe remains one
of our close partners in aiding our pursuit on this initiative as we
continue encourage the industry to follow suit.”
“Index Exchange has been a leader in transparency from day one,” said
Andrew Casale, CEO of Index Exchange. “We applaud Adobe Advertising
Cloud for spearheading this initiative and look forward to collaborating
with them in the future to help both marketers and publishers better
achieve their business objectives.”
“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,” said Rajeev Goel, CEO of PubMatic. “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.”
This initiative builds on Adobe Advertising Cloud’s rich history of
driving increased control and transparency for marketers. In 2010, the
company became one of the first media buying platforms to reveal
site-level performance and economics directly within its software.
Subsequently, the company rolled out its BrandSafe brand safety suite,
spearheaded the creation of OpenVV and open-sourced what is now the
industry’s video viewability standard, released details on three
botnets, and integrated with major third-parties for viewability,
verification and more. Most recently the company launched its Non-Human
Traffic Credit Program, which automatically refunds advertisers for any
for advertising identified as fraudulent by a trusted third party.
To learn more about how Adobe Advertising Cloud is a leader in
transparency, visit http://www.adobe.com/advertising-cloud.html
About Adobe Advertising Cloud
Adobe Advertising Cloud is the industry’s first end-to-end, independent
platform for managing advertising across traditional TV and digital
formats. By focusing on brand safety, improving transparency and
leveraging the full power of Adobe Creative Cloud and Adobe Experience
Cloud, our platform enables advertisers to gain greater control of their
global advertising spend and achieve their business objectives The
platform already manages roughly $3 billion in annualized ad spend on
behalf of more than 1,000 global clients, including Allstate, Ford,
Johnson & Johnson, Kraft, Liberty Mutual, L’Oréal, MGM, Nickelodeon and
Southwest Airlines. Learn more about Adobe
Advertising Cloud.
About Adobe
Adobe is changing the world through digital experiences. For more
information, visit www.adobe.com.
© 2017 Adobe Systems Incorporated. All rights reserved. Adobe and the
Adobe logo are either registered trademarks or trademarks of Adobe
Systems Incorporated in the United States and/or other countries. All
other trademarks are the property of their respective owners.
View source version on businesswire.com: http://www.businesswire.com/news/home/20171012005410/en/
Contacts:
Adobe
David Burch, 510-847-6402
burch@adobe.com
or
Jeff
Fisher, 415-832-4013
jfisher@adobe.com
Source: Adobe
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