Adtech firm AppNexus is building on its existing agreements with direct publishers and partnerships with third-party transparency companies to create one of the programmatic ad industry's first fee-transparent supply-side platforms (SSP). With the launch of the SSP, it aims to provide buyers with an unprecedented level of visibility into technology fees.
"Through our policies and partnerships, AppNexus is leading the charge to give advertisers increased transparency in the global marketplace," said Ryan Christensen, senior vice president of product for AppNexus owners Xandr. "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 on the forefront of critical initiatives that instil trust in the supply chain and bring maximum visibility and benefit to our clients."
The announcement builds on progress AppNexus has been making since Q4 of 2017, when the firm began approaching direct publisher clients with agreements to offer transparency of their technology fees to buyers. The agreements, which now represent 82 per cent of transactions on direct sellers in the US and 58 per cent 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.
"End-to-end free transparency is now table stakes for an IPG exchange partnership as we head into 2019," said Vincent Paolozzi, executive vice president of innovation at Magna. "Optimising this intelligence allows Magna to curate a market advantage by maximising client working media. We're thrilled that AppNexus is championing this initiative, and we take great confidence in partnering with the AppNexus SSP knowing we have access to such a high degree of transparent inventory."
Buyers can currently view seller technology fees on the AppNexus platform through third-party reporting, using transparency partners like Lucidity, AD/FIN and Amino Payments. In addition to these partnerships, AppNexus is piloting a proprietary fee transparency report to give marketers and agencies insight into seller technology fees across the AppNexus SPP.
"AppNexus is committed to helping buyers and sellers transact optimally in our premium, global marketplace, so they can be confident they're getting the most out of their spend," said Nigel Gilbert, chief market strategist for EMEA at AppNexus. "We're proud of the milestones we've reached for technology fee transparency at scale, and excited to continue our efforts to supprt buyers and sellers across our international markets."