BT is the latest advertiser to take a 'fixed fee' programmatic path

GroupM is working to consolidate more of its programmatic spending into fewer ad tech vendors to promise better commercial terms. Clients, like telecommunications firm BT, say they’re already benefiting from the changes. Specifically, BT said its chances of winning impressions handled by Pubmatic rose 7%. “We expected the consistent fee structure would not impact campaign metrics but were pleased to see an increase in performance..” said Francesca Warne, associate director of advertiser solutions in EMEA for Pubmatic. Read more below.

• It's currently difficult for buyers to know the sell-side fees, given the variation across publishers. BT is the latest advertiser to take a 'fixed fee' programmatic path.
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