Google is expanding Confirming Gross Revenue to more publishers and buyers to help verify there aren’t hidden fees in adtech.
Dan Taylor, Google's VP of global ads, says the industry needs to bring greater transparency to the media-buying process.
According to Integral Ad Science, 42% of marketers surveyed said transparency is a primary challenge with programmatic buying.
“Everyone who participates in digital advertising should pay attention to this trend,” says Taylor. “Lack of fee transparency breeds mistrust and impacts marketer confidence.
“While we’re making progress as an industry, it’s time to move beyond moment-in-time studies to accountability and systemic change to strengthen trust in digital advertising.
Google last year introduced Confirming Gross Revenue, a tool that gives buyers and publishers the ability to verify for themselves that hidden fees haven’t been taken from digital advertising transactions when using Google Ad Manager.
“We’ve since tested the solution with dozens of partners, including publishers such as Raptive and Prisma Media and buyers such as OMG and Jellyfish," says Taylor. "Along the way, we’ve incorporated feedback from our partners into the product.
“We’re now making Confirming Gross Revenue available to all publishers using Ad Manager 360 and to all advertisers and agencies using Display & Video 360.
“We’re also working on expanding integrations to the ecosystem of ad tech providers that are interoperable with our tools, including demand-side platforms such as Yahoo and sell-side platforms such as Index Exchange.
“Their partnership will help shape this new solution in ways that work for others in the industry — improving trust in programmatic buying for everyone.”
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