Marketers are demanding greater fee transparency from ad tech vendors to understand how much of their programmatic spending is being pocketed by these companies. The aim is to ensure that more money reaches publishers, improving opportunities for valuable impressions. Key strategies include accessing detailed log-level data from vendors and cross-referencing with publishers for discrepancies. As new players emerge with opaque fee structures, the demand for clarity is escalating, highlighting the importance of transparent partnerships in the programmatic ad space.
The big push from agencies at the moment is fee transparency... the more money that reaches publishers, the better their chances of winning the impressions they actually want.
Fee transparency remains a key factor when assessing whether his agency will spend money with those vendors throughout the year.
Overall, buyers are looking to understand SSPs' take rates by publisher... They want to ensure they're working with partners who are being transparent.
Nothing in programmatic advertising is ever that simple, but that's not stopping more of them from digging in.
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