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AT&T’s marketers are demanding increased transparency into its digital advertising supply chain and have begun to test blockchain technology that will “verify and validate” the company’s multibillion-dollar ad investment. The goal is to identify who is charging what and when for advertisements, and to better understand the value of the ads being served.
Read More MediaPost DigitalNewsDaily: AT&T Begins Testing Blockchain For Ads, Media Buys
ID COMMS’ David Indo and Tom Denford discuss building a media transparency action plan.
To see the full video, click here.
Ad tech vendors are vying to be crowned as the leader in transparency by any means necessary, regardless of the consequences for their clients or the industry. In truth, the transparency debate itself has become radicalized, with attention-grabbing headlines occasionally eclipsing appropriate change. It’s time to move past rhetoric. What the market needs is trust between publishers, advertisers, and technology providers–trust that can be achieved by reimagining programmatic business models.
Read More Digiday: Moving Beyond Radical Transparency To Trust
Major multinational marketers have continued to increase ad spend via programmatic channels, despite widely publicized concerns about brand safety and transparency, finds a new study from the World Federation of Advertisers.
Media-buying will continue to migrate “in-house,” thanks to programmatic ad technology, and the No. 1 reason is “control,” according to results of a survey of advertisers and ad agency executives being released this week by digital media-buying technology firm Centro.
Advertisers, impatient with the rest of the supply chain’s slow attempts to become more transparent, are taking matters into their own hands.
Programmatic has an obvious benefit. It allows brands to automate the process of data-driven campaigns that reach the right audience at scale. It has an obvious drawback too, however — transparency.
Research from new agency Truth claims that four in five — or 79% — of marketers are concerned about transparency, with just one in seven — or 14% — claiming to have no such concerns.
Read More MediaPost LondonBlog: Programmatic Transparency To Remain The Top Issue In 2018
When Capital One hired independent agency The7stars earlier this month, the advertiser’s brand director Katy Lomax hailed the agency’s “transparent approach” to media buying. Less than a week later, food-delivery company Deliveroo echoed that sentiment, calling the agency “compelling.” Both advertisers’ decisions to opt for The7stars rather than big holding groups illustrate that a network agency’s loss is now an independent shop’s gain.
While “transparency” remains an industry buzzword, there has been an evolution in both marketer understanding and actions over the past two years.
Read More IDCOMMS Perspective: The Evolution of Media Transparency Issues
With heightened concerns about brand safety and transparency, more marketers are taking control of their programmatic advertising activities, according to a new survey from the Association of National Advertisers released today.