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.
“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.”
According to Appnexus press release, 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 roadmap commitments that will enhance visibility into the full supply chain.
“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.”