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TECHNOLOGIES & PRODUCTS

Adobe Advertising Cloud for full

transparency, flexibility, and convenience

Adobe Advertising Cloud, the first end-to-end platform ments with the industry’s leading inventory suppliers to
for managing advertising across traditional TV and digi- either eliminate these fees entirely, or mandate full dis-
tal formats, just announced that it has a solution to the closure. All disclosed supplier fees will be displayed
industry’s biggest hassle – a lack of transparency. De- within Adobe Advertising Cloud’s platform moving for-
spite impressive technological innovation, marketers ward, and the movement is already including several
indeed still struggle to answer basic questions like supporting partners, such as Google AdX, OATH by
where their ad dollars are going and how their ads are Verizon, or The Rubicon Project, to name a few.
performing, aside from issues like poor media quality,
hidden fees and misaligned incentives. “We believe deeply that transparency can benefit eve-
ryone in the digital advertising industry, not just market-

Full transparency ers,” said Brett Wilson, vice president, Adobe Advertis-
ing Cloud. “Openness and innovation are hallmarks of
To address these challenges, Adobe has become the Adobe Advertising Cloud and we are pleased that our
first media buying platform to partner with supply-side supply partners have joined us as we collectively work
platform (SSP) and exchange partners to make all fees to bring accountability that most will agree is long over-
fully transparent, including some that were previously due.”
undisclosed.
Adobe’s initiative builds on Adobe Advertising Cloud’s
Supply-side platforms (SSPs) gain most of their reve- rich history of driving increased control and transparen-
nue by taking a fee for helping online publishers mone- cy for marketers. In 2010, the company became one of
tize unsold advertising inventory. But after it was dis- the first media buying platforms to reveal site-level per-
covered that several SSPs had included additional fees formance and economics directly within its software.
in media costs that were passed along to buy-side part- Subsequently, the company rolled out its BrandSafe
ners, Adobe Advertising Cloud has reached agree- brand safety suite, spearheaded the creation of
24 October 2017 - Programmatic & Native Advertising