PALM SPINGS, Calif\u00a0 \u2013 In the interest of promoting digital advertising transparency, AppNexus has done \u201ca complete opening\u201d of its books over the last six months. This type of leadership role should be adopted by\u00a0 every participant in the digital ecosystem for the benefit of marketers and publishers, says CEO Brian O\u2019Kelley.<\/p>\n
\u201cI think it\u2019s going to have the effect of dramatically reducing hidden fees, hopefully eliminating them, and increasing the amount of spend from marketers that gets all the way to publishers,\u201d O\u2019Kelley says in this interview with Beet.TV at the annual Leadership Meeting<\/a> of the Internet Advertising Bureau. \u201cTrust means we have to provide transparency.\u201d<\/p>\n Steps taken by AppNexus<\/a> include publicly disclosing its \u201ctake rate\u201d for its supply-side business, which it says is \u201cby far the lowest in the industry.\u201d It\u2019s extending its transparency on take rates all the way through to the brand.<\/p>\n \u201cSo any brand who says \u2018where did my money go through my DSP to AppNexus,\u2019 we\u2019ll tell you exactly how much the publisher made,\u201d O\u2019Kelley says.<\/p>\n Partners in this effort include Adobe and third-party auditor Amino Payments<\/a>.<\/p>\n