PubMatic additionally has designed a set of offers for Entry members, which its gross sales group brings to market, the spokesperson mentioned. However in contrast to Magnite’s program, publishers can use PubMatic’s broader curation and SPO merchandise and not using a payment.
Not all SSPs are charging charges for his or her curation providers or further entry. Index Alternate’s Market, launched in January, solely expenses an ordinary transaction payment, a spokesperson mentioned. TripleLift doesn’t cost further charges for its curation providers, known as curated offers and curated audiences, launched on the finish of 2020, although it does see them as a key pillar of the corporate’s imaginative and prescient, chief product officer Andrew Eifler informed ADWEEK.
“A straight pipes enterprise just isn’t the longer term,” Eifler mentioned.
Is the juice definitely worth the squeeze?
A number of publishers who spoke to ADWEEK noticed the brand new charges as extra of a possibility for SSPs to show their worth than further undesirable adtech taxes.
“It doesn’t actually matter if an SSP informed me they had been going to extend my charges … if their web advert spend elevated 25%, I wouldn’t actually care,” a publishing supply mentioned. “Successfully, I care about an public sale that’s as aggressive as attainable.”
Magnite, for one, is assured this gained’t lose enterprise.
“In our conversations with publishers, the overwhelming majority see the worth in these offers and have opted in,” a Magnite spokesperson mentioned.
Not all consider these further merchandise are crucial.
“If anybody appears unhealthy right here, it’s the company and the patrons,” mentioned Justin Wohl, chief income officer at Snopes.com and TVTropes. “They’re agreeing to purchase by way of these costlier pathways. All of those publishers exist on the open market already.”
And there are nonetheless these publishers cautious that SSPs can squeeze extra income from programmatic patrons, mentioned a second publishing supply.
“The true query is are [SSPs] doing something extra for the payment,” they mentioned. “Are they delivering further worth or extra gross sales?”
