These events heralded the beginning of a global dialogue between advertisers, publishers and advertising platforms on methods of increasing transparency in transactions conducted via advertising exchanges.
Even with these initiatives, we still need two things to happen for the industry to move forward: Marketers must accept that programmatic is not cheap, and we need an amnesty day, during which we agree that by providing full transparency going forward, we will not use it to punish the past.
Ahead of ‘Ethical Adtech: Does adtech have a heart?’, a panel event by The Drum, in association with iotec, championing change in adtech, and the unveiling of its white paper and manifesto on how the industry can begin to solve transparency issues, we have highlighted key insights from the white paper below.
Adobe and AppNexus plan to give marketers supply-chain transparency from the DSP to the SSP by partnering on a pilot program.
Adobe Advertising Cloud will reveal all fees taken by the DSP, including the platform fee and any add-ons, as well as AppNexus’ bill to the publisher, which will help marketers track media dollars through the supply chain.
AppNexus is betting that marketers will want to reallocate advertising spend toward partners that disclose all fees, as the exchange does, O’Kelley said.