Greater Transparency in Programmatic Advertising
by Dr. Thomas Meyer
Posted on 12-20-2017
Ad serving, targeting, data, supply-side platforms, ad verification, brand safety: Today, a wide variety of technical platforms are needed to ensure programmatic advertising reaches the right user in the right environment, in an automated fashion. In addition, every new platform generates new costs. For marketing managers, this means it is not always easy to retain an overview of where their advertising budget goes and how their campaigns on the individual platforms and exchanges are actually performing.
Partnering with supply-side platforms
The debate over poor media quality, hidden ad tech fees, and wrongly targeted incentives continues unabated. To eradicate this lack of transparency once and for all, Adobe Advertising Cloud is now the first-ever media buying platform to work with 15 of the largest supply-side platforms (SSPs) and exchange providers on a joint initiative. The aim? To make all costs in the digital marketing chain, including hidden fees, completely transparent.
Among the companies and platforms along for the ride are Google AdEx, MoPub, Oath, OpenX, Pubmatic, SpotXchange, The Rubicon Project and Teads. In general, these and other supply-side platforms generate the bulk of their turnover from ad tech fees, which they receive from online publishers in return for monetising their advertising environments. Many SSPs, however, are in the habit of integrating further fees into the media costs without disclosing this explicitly to the advertiser.
The partners in this initiative have committed to either eliminate or disclose any fees incurred on top of the actual media costs. In future, all identified fees will be disclosed on the Adobe Advertising Cloud platform. We are convinced that this transparency will benefit all parties involved in the digital advertising sector—and that it’s long overdue.
Access campaigns on your mobile app
In technological respects, too, the Adobe Advertising Cloud is continuing to evolve. Although the bulk of all digital advertising has long since been implemented via automated software, advertising technology itself remains stuck in the era of the desktop PC. For marketing managers this means one thing above all else: as soon as they leave their office or their computer, they have largely lost control of their current campaigns.
We are now offering a remedy in the form of the new Adobe Advertising Cloud mobile app for iOS and Android: the industry’s first mobile application for cross-channel campaign management. This means that for the first time, marketing decision-makers possess all the tools necessary to guarantee the performance and delivery of their campaigns wherever they are in the world. Convenience and transparency: Two innovations to help achieve the goal of a single software solution offering full cross-screen planning, buying, measuring and optimising capabilities.
Topics: Digital Transformation, advertising, data, marketing, mobile app, Programmatic Advertising, supply-side platforms, transparency, UK, UK Exclusive, Digital EMEA