Media Alert: Adobe Advertising Cloud First Media Buying Platform to Give Advertisers Full Supply Side Transparency
October 12 2017 - 1:15PM
Business Wire
Adobe Partners with Over 15 of Industry’s Biggest Supply-Side
Platforms and Exchanges to Make all Fees Transparent
Although the advent of digital advertising has brought marketers
meaningful gains in effectiveness and in efficiency, the industry
remains beleaguered by a problem that has been seemingly impossible
to solve: a lack of transparency. Despite impressive technological
innovation, marketers still struggle to answer basic questions
like where their ad dollars are going and how their ads are
performing. Issues like poor media quality, hidden fees and
misaligned incentives abound.
To address these challenges – Adobe (Nasdaq:ADBE) today
announced that Adobe Advertising Cloud, the industry’s first
end-to-end platform for managing advertising across traditional TV
and digital formats, has become the first media buying platform to
partner with supply-side platform (SSP) and exchange partners to
make all fees – including some that were previously undisclosed –
fully transparent. The move comes at a time when suppliers are
taking initiative to increase transparency around auction dynamics
passed to buy-side partners.
Supply-side platforms gain the majority of their revenue by
taking a fee for helping online publishers monetize unsold
advertising inventory. After it was discovered that a number of
SSPs had included additional fees in media costs that were passed
along to buy-side partners, Adobe Advertising Cloud has reached
agreements with the industry’s leading inventory suppliers to
either eliminate these fees entirely, or mandate full disclosure.
All disclosed supplier fees will be displayed within Adobe
Advertising Cloud’s platform moving forward.
Participating partners include:
- DoubleClick Ad Exchange
- FreeWheel
- Index Exchange
- MoPub
- OATH by Verizon
- OpenX
- PubMatic
- Sharethrough
- SpotXchange
- The Rubicon Project
- Teads
- Telaria
- TripleLift
“We believe deeply that transparency can benefit everyone in the
digital advertising industry, not just marketers,” said Brett
Wilson, vice president, Adobe Advertising Cloud. “Openness and
innovation are hallmarks of Adobe Advertising Cloud and we are
pleased that our supply partners have joined us as we collectively
work to bring accountability that most will agree is long
overdue.”
“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.”
“Index Exchange has been a leader in transparency from day one,”
said Andrew Casale, CEO of Index Exchange. “We applaud Adobe
Advertising Cloud for spearheading this initiative and look forward
to collaborating with them in the future to help both marketers and
publishers better achieve their business objectives.”
“As outspoken advocates of transparency in the digital ecosystem
-- including on key issues such as supply chain integrity, fees,
and the workings of auction dynamics -- we are proud to support
this initiative from Adobe,” said Rajeev Goel, CEO of PubMatic.
“The future of digital advertising will be based on the
intersection of brand advertising and programmatic. We’re excited
to partner with Adobe Advertising Cloud across video and display
advertising as we bring this future to life.”
This initiative builds on Adobe Advertising Cloud’s rich history
of driving increased control and transparency for marketers. In
2010, the company became one of the first media buying platforms to
reveal site-level performance and economics directly within its
software. Subsequently, the company rolled out
its BrandSafe brand safety suite, spearheaded the
creation of OpenVV and open-sourced what is now the industry’s
video viewability standard, released details on three
botnets, and integrated with major third-parties for viewability,
verification and more. Most recently the company launched its
Non-Human Traffic Credit Program, which automatically refunds
advertisers for any for advertising identified as fraudulent by a
trusted third party.
To learn more about how Adobe Advertising Cloud is a leader in
transparency, visit http://www.adobe.com/advertising-cloud.html
About Adobe Advertising Cloud
Adobe Advertising Cloud is the industry’s first end-to-end,
independent platform for managing advertising across traditional TV
and digital formats. By focusing on brand safety, improving
transparency and leveraging the full power of Adobe Creative Cloud
and Adobe Experience Cloud, our platform enables advertisers to
gain greater control of their global advertising spend and achieve
their business objectives The platform already manages roughly $3
billion in annualized ad spend on behalf of more than 1,000 global
clients, including Allstate, Ford, Johnson & Johnson, Kraft,
Liberty Mutual, L’Oréal, MGM, Nickelodeon and Southwest Airlines.
Learn more about Adobe Advertising Cloud.
About Adobe
Adobe is changing the world through digital experiences. For
more information, visit www.adobe.com.
© 2017 Adobe Systems Incorporated. All rights reserved. Adobe
and the Adobe logo are either registered trademarks or trademarks
of Adobe Systems Incorporated in the United States and/or other
countries. All other trademarks are the property of their
respective owners.
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AdobeDavid Burch, 510-847-6402burch@adobe.comorJeff Fisher,
415-832-4013jfisher@adobe.com
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