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After a long period of talk and nice conference discussions, is the start of 2017 finally turning out to be the start of really doing something about transparency? With today’s massive P&G announcement, it would certainly appear so. We’ve had a lot of talk and it’s probably fair to say that media agencies have had to be, shall we say, “inventive” with how they keep margins up — but could we now be seeing a year of clamp-downs?
P&G isn’t going to give digital a free pass anymore.
Its agencies, ad tech partners and publishers must enable viewability and third-party measurement and root out fraud. Contracts must be transparent.
Australia’s top brands have joined the world’s biggest advertiser Procter & Gamble in calling for tough action against questionable practices in digital advertising to protect them from a growing crisis about the way ad dollars are spent in the online world.
Read More The Australian Business Review: Brands join P&G demanding action against online ad shonks
Procter & Gamble Co., which claims to be the world’s largest advertiser, is reviewing every one of its agency contracts as part of a crackdown on rip-offs related to digital marketing.
Read More Cincinnati Business Courier: P&G cracking down on media shenanigans, ad chief says
A study from the World Federation of Advertisers (WFA) — a trade body that represents brands such as P&G, L’Oréal, and Emirates — found that nearly 90% of the advertisers it polled are reviewing their programmatic advertising contracts and demanding more control and transparency.
Marketers across the globe are adapting their relationships with agency trading desks to gain greater transparency into programmatic buys, according to the World Federation of Advertisers (WFA).
Renzo Dipasquale, VP of Enterprise and Self-Serve at AcuityAds discusses how in 2017, transparency will reinvent digital advertising – placing true real-time, data-driven insights at the core of every campaign decision – empowering advertisers and agencies alike to reap benefits. So, what changes can marketers expect the push for transparency to usher in this year?
Read More MarTech Advisor: 2017: The Year Transparency Pays Dividends
Media-buying agencies in the US are paying their clients secret multi-million dollar settlements rather than show them all of their contracts and service agreements with media owners.
Rebates have been an open secret for years. The payments and discounts that media owners give to agencies in return for certain volumes of spend are a fact of trading life in the UK. But few media owners like to talk about rebates for fear of upsetting agencies. Suddenly, however, the issue is being thrust into the spotlight for two reasons.
Read More Campaign: Should more media owners disclose agency rebates?
News Group Newspapers, which publishes The Sun, has disclosed the amount it sets aside in rebates for its advertisers and their agencies for the first time in its company accounts, Campaign’s Gideon Spanier first reported.