Marketers regularly complain about transparency in digital advertising and, this week, Viant’s Adelphic announced a pricing change that it believes solves the problem for a demand-side platform (DSP).
What’s new. Instead of charging a percentage of media spend as other DSPs do — typically 10 to 15 percent — Adelphic will now charge an all-you-can-eat monthly subscription price of $3,000 per log-in, with a 12-month minimum. And all vendors involved in the process — targeting data providers like data management platforms, inventory providers like ad exchanges, verification services and others — are billed directly to the advertiser.
For those of us who don’t use DSPs on a daily basis, it seems surprising that a subscription model and direct billing is new, but Viant CEO Tim Vanderhook said in an interview that he is unaware of any other DSP that has a similar structure.
SaaS versus media agency pricing model.