Digiday: ‘Variable fees’ complicate programmatic transparency push

Any advantages to having a variable fee can be overshadowed by the complication of communicating to publishers and ad buyers how those fees are being applied to individual impressions, and the corresponding lack of transparency, or at least limited transparency, could scare off advertisers sensitive to programmatic advertising’s hidden fees. Because of those transparency concerns, AppNexus, Index Exchange, PubMatic and Rubicon Project do not offer variable fees, according to the companies.

Read More at Digiday

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