How Essence UK Helped BT Gain More Supply Chain Control

BT, a multinational telecommunications company, and Essence, a data and measurement-driven agency which is part of GroupM, have successfully employed a buyer-controlled fee structure to gain control and transparency of all programmatic inventory bought via PubMatic.

PubMatic’s buyer-controlled fee structure provided Essence and BT with a fixed take rate that enables them to precisely quantify SSP fees. This control, consistency, and predictability of fees across the supply chain resulted in a 7% increase in win rate and a 5% increase in bid rate, showing the commercial efficiency of a buyer-controlled commercial model.