< Back Home

Digiday: Moving Beyond Radical Transparency To Trust

screen-shot-2016-09-08-at-10-09-32-am

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

< Back Home

MediaPost Mediapsssst: Study Forecasts Robust Programmatic Growth This Year With Further Transparency Push

media-post-logo_resized2

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.

Read More MediaPost Mediapsssst: Study Forecasts Robust Programmatic Growth This Year With Further Transparency Push

< Back Home

MediaPost RTBlog: Media-Buying Continues To Migrate In-House Thanks To Programmatic, ‘Control’ Is No. 1 Reason

media-post-logo_resized2

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.

Read More MediaPost RTBlog: Media-Buying Continues To Migrate In-House Thanks To Programmatic, ‘Control’ Is No. 1 Reason

< Back Home

Digiday: ‘We’re walking the walk’: Advertisers Put Transparency On The Top of Their 2018 To-Do Lists

screen-shot-2016-09-08-at-10-09-32-am

Advertisers, impatient with the rest of the supply chain’s slow attempts to become more transparent, are taking matters into their own hands.

Read More Digiday: ‘We’re walking the walk’: Advertisers Put Transparency On The Top of Their 2018 To-Do Lists

< Back Home

MediaPost LondonBlog: Programmatic Transparency To Remain The Top Issue In 2018

media-post-logo_resized2

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

< Back Home

Digiday: Independent Agencies Poised To Win Larger Advertisers Amid Media Transparency Fallout

screen-shot-2016-09-08-at-10-09-32-am

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.

Read More Digiday: Independent Agencies Poised To Win Larger Advertisers Amid Media Transparency Fallout

< Back Home

MediaPost MEDIApsssst: ANA: Transparency and Brand Safety Concerns Drive Expansion Of In-House Programmatic Activity

media-post-logo_resized2

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.

Read More MediaPost MEDIApsssst: ANA: Transparency and Brand Safety Concerns Drive Expansion Of In-House Programmatic Activity

< Back Home

Digiday: ‘Data arbitrage is as big a problem as media arbitrage’: Confessions of a Media Exec

screen-shot-2016-09-08-at-10-09-32-am

Arbitrage within programmatic trading has been under scrutiny for years, but other areas of digital trading are equally shady yet have dodged the spotlight: data arbitrage and murky attribution-modeling practices.

Read More Digiday: ‘Data arbitrage is as big a problem as media arbitrage’: Confessions of a Media Exec

< Back Home

MarketingDive: P&G’s Marc Pritchard on Where Digital Marketing is Headed Now That There’s More Transparency

screen-shot-2016-09-20-at-3-57-07-pm

In an exclusive interview, the chief brand officer envisions a not-too-distant future where one-to-one marketing and brands using their voice for good are commonplace.

Read More MarketingDive: P&G’s Marc Pritchard on Where Digital Marketing is Headed Now That There’s More Transparency

< Back Home

The Drum: ANA Reveals 12-point Growth Plan For Marketers in Hopes of Spurring Industry Growth

screen-shot-2016-09-08-at-10-06-09-am

Bob Liodice, chief executive of the ANA, opened the organization’s annual Masters of Marketing conference in Orlando with a speech that detailed a 12-point growth plan it has put together to spur growth in the industry.

Read More The Drum: ANA Reveals 12-point Growth Plan For Marketers in Hopes of Spurring Industry Growth