PubMatic, a publisher-focused online advertising software company, has announced that it does not charge advertisers any fees for transacting across its platform, as it seeks to increase pricing transparency and remove any confusion publishers or advertisers may have.

With the introduction of simplified pricing models, PubMatic says it will benefit both advertisers and publishers by enabling buyers to bid more efficiently for all the inventory on its programmatic platform.

“We have always been a publisher-first company and have been outspoken about the need to bring greater transparency to programmatic,” said Rajeev Goel, co-founder and CEO of PubMatic. “At PubMatic, we continuously evaluate shifting industry demands so that we can provide the best level of service and product innovation to our clients. It is important that our pricing models reflect this position.”

The simplified pricing models follows the company’s introduction of a fraud-free program offering a money-back guarantee if any fraud is detected on its platform. This has also seen it put a dedicated global inventory quality team and operational processes in place.

“Everyone needs to play their part in promoting and improving transparency in the industry. For example, we launched our Fraud Free Programme last year as part of our commitment to improving transparency,” Emma Newman, UK country manager at PubMatic, told Mobile Marketing. “At the same time, industry initiatives are critical. These establish standards and drive consistency in approach and interpretation. Examples like ads.txt and the Gold Standard, which we are working closely with the IAB on, are important in helping deliver greater transparency and trust. It’s this trust which will be crucial in driving greater programmatic spend from brand advertisers.”