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Change is coming to the programmatic landscape. Agencies that don’t deliver complete cost transparency for their clients, either intentionally through high rebates or unintentionally by being ignorant of ad-network and platform-pricing models, will lose their clients’ trust and eventually their business over the next two years.
Read More MediaPost: Programmatic Transparency Or Bust: The Agency Road Map
There are weeks that I am proud and optimistic about our industry (looking at you, Walton Isaacson and your #turnignorancearound campaign), and there are weeks I am frustrated, angry and disappointed in our business. Both happened last week…
Read More MediaPost: Transparency An ‘Opt-In’ Choice, Say The Agencies
Some $8 billion lost in fraud. Another $20 billion lost in ad blocking. There are four key challenges — viewability, fraud, transparency, and ad blocking — that undermine advertisers trust in the digital industry. To make matters worse but they are often erroneously mashed up as one big Adland mess, causing confusion about the most effective tactics to tackle each individually.
Read More MediaPost: Advertising’s Four Plagues: Viewability, Fraud, Transparency, Ad Blocking
More marketers are growing their in-house ad-buying capabilities as a result of heightened concern around fraud and transparency, according to the latest survey from the Association of National Advertisers and Forrester.
Read More AdAge: Marketers Growing In-House Media Buying Capabilities Amid Transparency Concerns
We know that digital marketing is complex and sometimes confusing for brands. But we only perpetuate the appearance of complexity when two industry juggernauts offer different opinions on transparency guidelines for the advertising industry, especially at a time when technology — particularly in digital advertising — has pushed the transparency conversation to the fore.
Read More MediaPost: Transparency Struggles Come From A Misguided Model
The Association of National Advertisers (ANA) and the American Association of Advertising Agencies (the 4A’s) are divided over how to shed light on issues of transparency and agency rebates. The two trade groups collaborated last spring by forming a working group of about 15 brand and agency participants called the Media Transparency Task Force.
Read More AdExchanger: The ANA And The 4A’s Clash Over Media Transparency Guidelines
Nearly all advertisers have some guarantee of transparency written into their agency contracts and smart advertisers have long known that transparency is essential to understanding what’s working, what isn’t, and how their organizations can improve their media spending.
Read More ACA: Transparency in Digital Advertising – More than a Buzzword