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Category: Alternative Models

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AdAge: New Report Cites Skyrocketing Growth of Internal Agencies

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In news that’s surprising to no one, in-house agencies are on the rise. What is new, however, is just how much. The vast majority, or 78 percent, of members of the Association of National Advertisers have some form of in-house agency, according to a new report by the group, which surveyed 412 client-side marketers. And many of those marketers who don’t already have internal agencies are considering the strategy—of the 22 percent minority, eight percent said they are thinking about opening an in-house group.

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Campaign: Blockchain To House Programmatic Media Buying ‘in 2019’

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IBM is spearheading the ad ecosystem’s transition to blockchain to solve industry-wide transparency issues, but countless tech-heads are engaged in a space race to be the first — with some saying that scalability will win.

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MediaPost MediaInsider: NYIAX: Quiet Revolution, Or Further Nail In The Coffin For Transparency?

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I am not an expert digital advertising technologist by any stretch of the imagination, but I follow closely what happens in digital ad and marketing tech, since it’s having such a profound effect on every aspect of our business. Which is why the New York Interactive Advertising Exchange (NYIAX) interests me.

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MediaPost MediaDailyNews: Global Programmatic Media Moves More In-House

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Half of all global media agencies use their own advertising technology to make programmatic media buys which helps to maintain better transparency with clients, among other things.

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MarTech Today: IBM, Mediaocean Announce Blockchain Consortium to Tackle What’s Wrong With Ad Tech

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A variety of startups are using blockchain as a way to add transparency to the notoriously opaque ad tech system, including NYIAX, Kiip, Kochava and MetaX.

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Adweek: When Determining if Your Programmatic Should Be In-House or Not, Keep These 3 Points in Mind

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Transparency is everything in digital advertising today. Years of fraud, brand safety issues, Facebook and Google’s questionable practices and murky metrics have fostered distrust and prompted a push for greater control over ad practices. The brand/agency relationship is a case in point. In 2016, K2 Intelligence and the Association of National Advertisers reported that non-transparent business practices were pervasive in the U.S. As a result, many brands—Procter & Gamble, American Express, Unilever, L’Oréal and Netflix, just to name a few—have shifted their programmatic ad spend in-house, causing major concern in the agency world.

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PC Magazine: Can Blockchain Fix the Ad Industry?

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Few would argue that the digital ads industry isn’t broken. We’ve come to accept ads as a punishment for using free services, but they’re invasive, annoying, and creepy; they collect too much information, and they can contain malware.

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MediaPost AI&IOT Daily: Microsoft, EY Blockchain For Gaming IP Rights Will Transition To Advertising

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Microsoft and EY launched a blockchain for content rights and royalty management this week with the goal of streamlining costly and time-consuming processes in entertainment rights and royalties. The model will initially serve gaming and then transition to advertising and other industries.

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Adweek: Omnicom, IPG, IBM and Meredith Join the Board of a Blockchain Consortium to Set Standards

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Executives from several major tech companies, agencies and media companies are joining the board of a blockchain consortium devoted to setting standards for using the technology in digital advertising.

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MediaPost Media Agency Daily: Can A Blockchain Platform Restore Trust In Media Buying?

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IBM iX is partnering with software provider Mediaocean to launch a blockchain platform (blockchain being the financial-tech sector that keeps track of cryptocurrency transactions) to provide media agencies and brands with what the partners assert is a more transparent way to track specific ad spend.

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