Advertisers can now view seller technology fees on the AppNexus platform through third-party reporting. AppNexus integrated with transparency partners that track transactions through the supply chain, including Lucidity and AD/FIN, as well as Amino Payments, with whom AppNexus was the first advertising exchange to partner.
Through these partnerships, buyers are able to review seller technology fees on their spend. AppNexus says exposure to technology fees gives marketers and agencies the ability to monitor and make informed decisions about their media spend.
AppNexus have been establishing agreements with direct publishers in the AppNexus marketplace and partnerships with third-party transparency companies to facilitate a fee-transparent supply-side platforms (SSP), giving buyers a deeper level of visibility into technology fees.
It started in Q4 of 2017 when AppNexus began approaching direct publisher clients with agreements to offer transparency of their technology fees to buyers. The agreements, now representing 82% of transactions on direct sellers in the US and 58% of transactions on direct sellers globally, give AppNexus permission to make seller technology fees on each impression available confidentially to buyers transacting with the AppNexus SSP.
“Through our policies and partnerships, AppNexus is leading the charge to give advertisers increased transparency in the global marketplace. We want our buyers to know that when you transact on AppNexus supply, you have visibility into your working media dollars. AppNexus takes pride in being at the forefront of critical initiatives that instill trust in the supply chain and bring maximum visibility and benefit to our clients.”Ryan Christensen, SVP, Product, Xandr
In addition to partnering with third-party transparency companies, AppNexus said that is piloting a proprietary fee transparency report to give marketers and agencies insight into seller technology fees across the AppNexus SSP.