AOP teams up with Fenestra for programmatic transparency drive

Aug 7, 2019 | Ads, Content marketing

The Association for Online Publishing (AOP) today announces a marketing partnership with Fenestra to increase financial transparency within the industry.

The first phase of the partnership will allow AOP members to understand their supply paths, identify discrepancies, and optimise Total Supply Path Cost with their demand partners.

Fenestra will work with AOP members on initial trials, culminating in a study to be published in autumn, that reviews the broader programmatic supply-chain, its efficiencies, and how trust can be maximised. Key AOP members already signed-up include 1XL (of which JPI Media is a member), Immediate Media, and Future Plc.

Fenestra is the UK market-leader in cross-platform programmatic supply-chain verification and resultant supply-path optimisation. Fenestra provides partners a configurable, secure platform and transparent ecosystem, to record, verify and analyse financial transactions throughout the programmatic supply-chain based on blockchain technology. The company is led by an experienced group of digital media professionals with broad international experience.

Having established their demand side offering called Fenestra for Advertisers, the company has now developed Fenestra for Publishers (FFP). Fenestra for Publishers offers quality publishers significant benefits in understanding supply-paths – on a cross-platform basis – of revenue into their programmatic stack and consequently builds more trusting relationships with their suppliers.

Richard Reeves, Managing Director of AOP, said: “The partnership signals our ongoing efforts to create transparency throughout the supply chain and investigate ways for members to work within a fair and accountable ecosystem. This trial forms part of a number of initiatives AOP is working on and will provide valuable insights – that will be shared with other industry bodies – to inform future actions and recommended best practice. Working collaboratively with publishers, agencies, advertisers, and vendors means we can test various technologies and share learnings, as we strive to secure the long-term future for digital publishing.”

Ashley MacKenzie, CEO & Founder of Fenestra added: “The two most important stakeholders in our industry are the advertisers and quality publishers. We’re delighted to be working with Richard and his team to help quality publishers understand their revenue streams and, critically, maximise the conversion of their advertisers’ investment into working media”.

Scott Gill, Managing Director of 1XL, commented: “27 million people every month trust 1XL’s content from the UK’s most respected and oldest premium publishers but quality journalism comes at a cost. To pay for it, it is vital that trust extends through our programmatic supply-chain and we look forward to working with Fenestra to shine a light on our industry, to the mutual benefit of both advertiser and publisher”.

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