The 2 largest supply-side platforms (SSPs), Magnite and PubMatic, have began charging publishers further charges for bespoke packages that join them extra on to the correct patrons, relatively than relying solely on algorithms to do the job.
Magnite is charging larger charges for publishers to take part in public sale packages, curator offers and provide path optimization (SPO) packages, the SSP informed publishers by way of an e-mail in Might.
PubMatic, in the meantime, affords a month-to-month subscription service for publishers that need extra direct entry to patrons, tech and income alternatives, a program it began in late 2022.
The businesses have for the primary time confirmed the existence of those new payment constructions to ADWEEK. Digiday reported on early plans of the brand new expenses final yr.
Publishers and patrons have for a number of years mentioned that the SSP market is commoditized and undifferentiated. Curation merchandise and particular entry packages like these will help SSPs stand out and assist patrons, who more and more wish to keep away from the open internet, discover premium content material. Month-to-month charges have the plain advantage of including recurring income strains.
Particulars of the new payment constructions
Magnite informed publishers in Might that it could cost a 4% larger payment than the present open market fee for public sale packages and curator offers, in keeping with an e-mail seen by ADWEEK.
Publishers participating in Magnite’s SPO packages, that are imagined to deliver transparency and a cleaner provide path between purchaser and vendor, might get charged a fair larger payment. Magnite mentioned this cost would range however wouldn’t be greater than 10% above the public sale package deal and curator offers fee.
A Magnite spokesperson confirmed the veracity of the e-mail and mentioned that it was a part of an effort to tell publishers of payment adjustments in a extra standardized method. They’d not go into extra element in regards to the charges.
“[The email] highlights a selected kind of non-standard SPO deal and doesn’t signify a major change in general charges for our publishers,” the spokesperson mentioned.
In the meantime, PubMatic affords a program known as Entry Membership, which began in late 2022 and at the moment has over 50 publishers enrolled, a PubMatic spokesperson mentioned. Publishers pay a month-to-month flat payment to realize particular entry to companies and advertisers, alternatives for co-selling with the buy-side, in addition to to affect PubMatic’s product administration roadmap and get early entry to merchandise. It wouldn’t say what the payment is or if it varies by writer.
