Adobe Muscles Into Media Buying Offering Full Transparency

Adobe Muscles Into Media Buying Offering Full Transparency
SHARE
THIS



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 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
  • SpotX
  • 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.

Please login with linkedin to comment

Latest News

Zenith: 65% Of Digital Media To Be Programmatic In 2019
  • Technology

Zenith: 65% Of Digital Media To Be Programmatic In 2019

Sixty-five per cent of all money spent on advertising in digital media in 2019 will be traded programmatically, according to Zenith’s Programmatic Marketing Forecasts, published today. Advertisers will spend US$84bn programmatically next year, up from US$70bn this year, which represents 62 per cent of digital media expenditure. We predict that in 2020 advertisers will spend […]

Sugar Agency Wins Fairfax’s ‘Ads Are Better Rich’ Competition For 2018
  • Advertising
  • Media

Sugar Agency Wins Fairfax’s ‘Ads Are Better Rich’ Competition For 2018

Digital player Sugar Agency has been crowned the winner of this year’s ‘Ads Are Better Rich’ competition by Fairfax Media. Launched by Fairfax’s chief revenue officer, Matt Rowley, at the company’s 2018 Agency Symposium, the challenge aims to encourage agencies to push creative boundaries by using rich media formats to develop a campaign that promotes their agency. […]

Former APN Outdoor Sales Boss Launches OOH Consultancy
  • Advertising
  • Media

Former APN Outdoor Sales Boss Launches OOH Consultancy

An ex-sales director from APN Outdoor is trying his hand at consulting to advertisers looking to spend some coin in the out-of-home market. After 13 years at APN leading its national direct sales and then its NSW agency sales teams, Tim Rose resigned from the business in shortly before it had agreed to be sold […]

Melbourne Agency Taska Media Wins Exhibition Events Australia Media Account
  • Media

Melbourne Agency Taska Media Wins Exhibition Events Australia Media Account

Independent media agency Taska Media has secured the entire national media business of Australia’s largest consumer events company Exhibition & Events Australia (EEA). The deal that will see the agency deliver a full suite of television, radio, out of home, digital, partnerships and publisher-focused media buying. The boutique agency said it won the account for EEA […]

US Culture Consultancy Opens Australian Office
  • Marketing

US Culture Consultancy Opens Australian Office

Consulting firm Ministry of Culture (MoC) has announced the expansion of its US-based business to Australia with a new office in Sydney. It is the first international office for the US group, which will focus on providing cultural transformation, consumer insights and culture creation to Australian and Asia-Pacific clients. MoC’s Australian founder, David Art Wales […]