Announcement: We’re Partnering with Adobe Advertising Cloud to Provide Full Supply-Chain Transparency

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AppNexus and Adobe Advertising Cloud today announced that they will provide full fee transparency to advertisers using Adobe Advertising Cloud on the AppNexus marketplace. Advertisers buying inventory through AppNexus via Adobe Advertising Cloud will enjoy full visibility into fees at a site level, including a regular accounting of the portion of their budget that reaches  specific end publishers.

“Brands have spoken with a clear voice.  They want full transparency and accountability across the entire supply chain,” said Keith Eadie, VP & GM of Adobe Advertising Cloud. “We’re proud to continue breaking new ground there, and applaud AppNexus for advancing that vision. We believe transparency benefits everyone, and expect others to follow suit.”

Although the advent of digital advertising has brought marketers meaningful gains in effectiveness and in efficiency, the industry remains beleaguered by a seemingly intractable problem: a complicated supply chain that lacks full transparency. As a result, marketers still struggle to answer basic questions, including where their ad dollars are going and what portion of their ad dollars actually end up with publishers. Moving toward a new industry standard resolves many of these challenges.

“Marketers demand and deserve full visibility into the supply chain,” said Brian O’Kelley, CEO of AppNexus. “AppNexus is fully committed to ensuring that each advertiser sees exactly what portion of its budget reached the end publisher. No other programmatic marketplace is making that commitment. We hope today’s announcement establishes a new industry standard.”

Since its inception, Adobe Advertising Cloud has always charged transparent fees to advertisers. Last year, the platform was the first to reach agreements with the industry’s leading inventory supply side platforms (SSPs) to fully disclose or eliminate supplier buy-side fees, a move that helped spark greater transparency in the industry. With today’s announcement, buyers transacting through AppNexus via Adobe Advertising Cloud will enjoy full visibility at a site-level into the portion of their budget that reaches end publishers.

The partnership currently applies to participating publishers using AppNexus to monetize ad inventory. Adobe Advertising Cloud plans to roll out the reporting in the UI and add more supply-side partners in the coming months. AppNexus, in turn, plans to reach similar transparency agreements with other demand-side technology partners and to announce further product road map commitments that will enhance visibility into the full supply chain.

Filed under AppNexus Updates.

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