The transparency movement in digital advertising is well underway. But if we’ve learned anything in recent months, it’s that uncovering the truth doesn’t magically drive better outcomes for buyers or expel bad actors from the ecosystem. It’s what you do with the truth that drives lasting change.
For example: In 2017, buyers pushed hard to figure out how much of their dollar is torn up as it moves through the ad tech
It worked. Today, “no buy-side fees” is table stakes, and most buyers wouldn’t consider working with a platform that charges them. A victory? Yes, but also a missed opportunity to address the whole issue. The other half of the fees discussion is what exchanges charge on the sell side, commonly called Total Take Rate (TTR).
Buyers may be once-removed from TTR, but it’s every bit as critical as buy-side fees to their success. TTR directly affects campaign ROI, auction clearing prices, and win rates, yet few buyers seem to focus on it, and even fewer hold platforms accountable for excessive deductions from working media.
This oversight is even more puzzling in the context of header bidding: a technology that democratized access to supply and made large swaths of inventory available across multiple exchanges. In short, it’s easier than ever for buyers to choose the exchanges on which their spend goes further.
ecosystem. They directed pressure on vendors of all kinds, but particularly exchanges, threatening (rightfully) to deactivate those who didn’t expose their fees.
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