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

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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.

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

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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.

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

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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.

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

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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.

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

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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.

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

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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.

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AdAge: The Tenuous Future of Ad Tech Middle Men

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At the moment, an important debate about fraud and viewability is playing out in an ad tech ecosystem — an ecosystem that’s increasingly being called a duopoly. But these topics won’t be left for Google and Facebook to solve. Very soon, blockchain technology will disrupt the duopoly and, more importantly, usher in a new marketplace that is more transparent and accountable, and therefore less prone to fraud.

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MediaPost DigitalNewsDaily: Can Supply-Path Optimization Deliver Supply-Side Transparency?

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In January, at the IAB’s Annual Leadership Meeting, P&G Chief Brand Officer Marc Pritchard served notice to the digital marketing ecosystem, saying that P&G demanded transparency from agencies and vendors.

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MediaPost DigitalNewsDaily: Marketing Contracts Exchange: A Mechanism For Scaling Transparency

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T&T, which has participants from major advertisers and agencies, as well as key trade groups, believes this climate is harming longstanding relationships, slowing growth and profitability.

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