In a policy shift for its Advertising Cloud platform, Adobe has announced its will only partner with supply-side platforms (SSPs) that either do not charge exchange fees or are transparent about what they charge. Adobe says this new policy is effective immediately.
Some supply-side platforms charge fees at various stages of the buy including publisher fees and buyer fees. Sahil Gupta, director of global partnerships with Adobe Advertising Cloud, said the advertising industry has raised concerns over the last year that these fees are not always disclosed.
“We’ve always been very dedicated to transparency,” Gupta told MiC. “A few months ago, this notion arose that there were certain hidden fees in the middle of the transaction that we should start looking at. We did an investigation and we found that a lot of companies were included these additional fees that were passed along to the buy-side partners.”
So far, Adobe has named 13 SSP partners who adhere to the new policy, including Oath, Google’s DoubleClick Ad Exchange and Index Exchange.
Drew Bradstock, SVP of product at Index Exchange, said this policy will cut down on advertisers’ costs. “For too long, I think people saw this [fee] as a cost of business and ad tech,” he said. “It’s kind of sad that a number of SSPs saw this [need to disclose] as a big switch.”
And, he said, SSPs would be wise to get on board now, as transparency “is now the bedrock of adtech.”Read More at Media In Canada