The fee that supply-side platforms charge publishers for the ads placed on their sites is an ad tech tax that both publishers and advertisers would like to keep in check. And after SSPs like the Rubicon Project eliminated the fees they charge to advertisers, getting a clearer grasp of the fees they charge to publishers is next for agencies.

Publishers have said they are willing to share these fees with ad buyers so that advertisers can have a better idea of where their programmatic money is going, and ad buyers want to know these fees to make sure they’re not overpaying on the ad tech tax. “We absolutely need to have access to that information because it changes the strategy of how we negotiate and buy,” said Oleg Korenfeld, global chief platforms officer at Wavemaker.

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