PubMatic, the mobile advertising company with a focus on publishers, recently announced that it would no longer charge advertisers fees when using its platform to make a transaction.
Instead, the company is looking to boost the transparency of its pricing models for both advertisers as well as publishers.
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Rajeev Goel, co-founder and CEO of PubMatic, explained:
“We have always been a publisher-first company and have been outspoken about the need to bring greater transparency to programmatic. At PubMatic, we continuously evaluate shifting industry demands so that we can provide the best level of service and product innovation to our clients. It is important that our pricing models reflect this position.”
By rolling out simpler pricing models, the company hopes to allow buyers to make more effective bids for inventory across its programmatic platform.
In addition, the new pricing scheme fits with PubMatic’s fraud-free solution, which offers a money-back guarantee should fraud be detected across the platform.
To boost the programme, the company also installed a global team to monitor the quality of the inventory and operational processes.
“Everyone needs to play their part in promoting and improving transparency in the industry. For example, we launched our Fraud Free Programme last year as part of our commitment to improving transparency,” added Emma Newman, UK country manager at PubMatic.
“At the same time, industry initiatives are critical. These establish standards and drive consistency in approach and interpretation. Examples like ads.txt and the Gold Standard, which we are working closely with the IAB on, are important in helping deliver greater transparency and trust. It’s this trust which will be crucial in driving greater programmatic spend from brand advertisers.”