Adobe teams up with 15 ad tech firms to make all fees transparent

Oct 17, 2017 | Online advertising, Regulation

Adobe has partnered with 15 inventory suppliers, including supply-side platform (SSP) and exchange partners, to offer advertisers full supply side transparency.

Brett Wilson, Adobe Advertising Cloud vice president, said: “We believe deeply that transparency can benefit everyone in the digital advertising industry, not just marketers.

“Openness and innovation are hallmarks of Adobe Advertising Cloud and we are please that our supply partners have joined us as we collectively work to bring accountability that most will agree is long overdue.”

The initiative builds on previous campaigns by Adobe to bring marketers increased control and transparency.

The partnership looks to make all fees – including some that were previously undisclosed – fully transparent and comes at a time when when suppliers are actively looking to increase transparency around auction dynamics passed to buy-side partners.

The participating partners include DoubleClick Ad Exchange, Oath by Verizon, OpenX, PubMatic and The Rubicon Project.

“Driving more transparency in advertising is a top priority at L’Oréal,” says Nadine Karp McHugh, SVP Omni Media, Strategic Investments, Programmatic and Creative Solutions at L’Oréal USA. “Adobe remains one of our close partners in aiding our pursuit on this initiative as we continue encourage the industry to follow suit.”

Last week the software company also launched the Adobe Advertising Cloud Mobile App to monitor cross-channel advertising campaigns. Adobe’s internal digital advertising team began testing and using the mobile app this quarter.

Available for free to current customers on both Android and iOS, Adobe Advertising Cloud’s mobile application enables marketers to stay connected and manage their cross-channel advertising campaigns on-the-go from anywhere in the world.