Adobe Muscles Into Media Buying Offering Full Transparency

Adobe Muscles Into Media Buying Offering Full Transparency
SHARE
THIS


What best describes you?

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

Four Questions About Connected TVs Everyone Is Asking – Answered
  • Opinion

Four Questions About Connected TVs Everyone Is Asking – Answered

In this guest post, the ANZ country manager for martceh firm dataxu, Matthew Joyce (pictured below), says almost half of Australians have a connected TV and he takes a look at what that means for brands and advertisers… Four in 10 of us have smart TVs at home, and of that, 70 per per cent are Connected TVs (CTV). […]

Opinion

by B&T Magazine

B&T Magazine
TV Production Firm Crocmedia Hires Nine’s Tim Cleary For New Venture
  • Media

TV Production Firm Crocmedia Hires Nine’s Tim Cleary For New Venture

Crocmedia has announced the launch of Rainmaker, a dedicated TV production services business to be headed by former Head of Programming and Production at Channel Nine, Tim Cleary. Cleary will draw on his 25 years in the industry to spearhead the creation of bespoke new shows for distribution both in Australia and overseas under the Rainmaker […]

The Advertising ID Consortium Welcomes New Platform Partners
  • Advertising

The Advertising ID Consortium Welcomes New Platform Partners

The Advertising ID Consortium – the open identity solution for the digital advertising ecosystem – has announced new platform partners. Since the Consortium’s announcement in May 2017, the founding members have established a governance framework and product specification that includes an open and standardised cookie and accessible people-based identifiers, delivered in a secure, privacy conscious […]

Marketing Melodies Partners With Spotify-Backed Soundtrack Your Brand
  • Marketing

Marketing Melodies Partners With Spotify-Backed Soundtrack Your Brand

Australian in-store music provider Marketing Melodies has announced an exclusive reseller agreement with Spotify-backed Soundtrack Your Brand for the Australia and New Zealand markets. Founded in Sweden in 2013, Soundtrack Your Brand was developed to kill bad background music. Its flagship solution, Soundtrack Business, is a music streaming platform licensed for commercial and public spaces. The […]

Social Garden Becomes First Bronze Snapchat Certified Partner In Australia
  • Advertising
  • Marketing

Social Garden Becomes First Bronze Snapchat Certified Partner In Australia

Customer acquisition firm Social Garden has become the first business in Australia to achieve Bronze status on Snapchat. Among the new benefits Social Garden will receive as a result of its Bronze status is access to beta versions of Snapchat data tools, such as the Snapchat Conversion Pixel, as well as being among the first […]

Hypetap Appoints Nuffnang’s Chris Morfis As GM
  • Marketing

Hypetap Appoints Nuffnang’s Chris Morfis As GM

Influencer marketing player Hypetap has made its second senior hire in less than a month, appointing Chris Morfis as the company’s general manager. Joining from influencer marketing provider Nuffnang Australia, Morfis will guide Hypetap’s growing team, providing strategic direction to accelerate the company’s growth, as well as leading operations and managing relationships with key partners. Morfis’ appointment will […]

On Air sign in a studio broadcasting via radio, podcast or wireless transmission.
  • Media

ARN Announces Departure Of Content Director & Radio Veteran

Australian Radio Network (ARN) has announced that Charlie Fox, content Director for WSFM and The Edge, and WSFM morning announcer Ron E Sparks, have departed. Fox has been with ARN since 2005, and Sparks joined WSFM in 2002. ARN national content director Duncan Campbell said the departure of Fox and Sparks are part of the […]

OMD Announces New MD For Melbourne
  • Media

OMD Announces New MD For Melbourne

OMD unveils new Melbourne MD, and it certainly wasn't among any of B&T's picks. Not that we were picking, mind you.

Sydney Festival Chooses Brightcove To Enhance Online Video Content
  • Media

Sydney Festival Chooses Brightcove To Enhance Online Video Content

Video cloud service Brightcove has announced that Sydney Festival has selected the platform to improve its user experience through online video content. Brightcove will do so by removing third-party branding and pre-roll ads, as well as adding autoplay functionality, ahead of the event in January. Leveraging the Brightcove video platform to host and publish video […]

Does Your Christmas Marketing Suck?
  • Opinion

Does Your Christmas Marketing Suck?

Remember the old Palmolive soap ad that asked, "Don't wait to be told"? This is sort of similar, albeit sans any suds.

Opinion

by Peter Harris

Peter Harris
Queensland Anti-Porn Crusaders Cop Ad Ban
  • Campaigns

Queensland Anti-Porn Crusaders Cop Ad Ban

We have a strident anti-pornography policy at B&T. Earphones must be worn at all times and strictly no little people.

by B&T Magazine

B&T Magazine
Nature’s Way Celebrates Big Things Little People Do In UCG Videos Via Wavemaker & Storyful
  • Advertising
  • Campaigns
  • Marketing

Nature’s Way Celebrates Big Things Little People Do In UCG Videos Via Wavemaker & Storyful

Health and wellbeing company Nature’s Way is celebrating the achievements of kids in a series of relatable and entertaining online videos that tug at the heart strings of parents. Instead of using actors to tell the brand story of Nature’s Way’s Kids Smart supplement range, Storyful has helped Wavemaker to license user-generated content clips of […]

DEC PR Wins Hisense Account
  • Marketing

DEC PR Wins Hisense Account

Electronics and whitegoods specialist Hisense has announced it has appointed DEC PR to lead its strategic communications remit in the local market, following a competitive tender process. DEC PR will work to support its brand building activities and managing corporate communications. The agency’s work will integrate closely with Hisense’s other marketing partners. Andre Iannuzzi, marketing […]