PubMatic also has designed a set of deals for Access members, which its sales team brings to market, the spokesperson said. But unlike Magnite’s program, publishers can use PubMatic’s broader curation and SPO products without a fee.
Not all SSPs are charging fees for their curation services or additional access. Index Exchange’s Marketplace, launched in January, only charges a standard transaction fee, a spokesperson said. TripleLift doesn’t charge additional fees for its curation services, called curated deals and curated audiences, launched at the end of 2020, though it does see them as a key pillar of the company’s vision, chief product officer Andrew Eifler told ADWEEK.
“A straight pipes business is not the future,” Eifler said.
Is the juice worth the squeeze?
Several publishers who spoke to ADWEEK saw the new fees as more of an opportunity for SSPs to prove their value than additional unwanted adtech taxes.
“It doesn’t really matter if an SSP told me they were going to increase my fees … if their net ad spend increased 25%, I wouldn’t really care,” a publishing source said. “Effectively, I care about an auction that is as competitive as possible.”
Magnite, for one, is confident this won’t lose business.
“In our conversations with publishers, the vast majority see the value in these deals and have opted in,” a Magnite spokesperson said.
Not all believe these additional products are necessary.
“If anyone looks bad here, it’s the agency and the buyers,” said Justin Wohl, chief revenue officer at Snopes.com and TVTropes. “They’re agreeing to buy through these more expensive pathways. All of these publishers exist on the open market already.”
And there are still those publishers wary that SSPs can squeeze more revenue from programmatic buyers, said a second publishing source.
“The real question is are [SSPs] doing anything more for the fee,” they said. “Are they delivering extra value or more sales?”
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