Advertisers can build more transparent, partnerlike relationships with their media agencies by taking four steps.
Author: Robert Stank
MediaPost: GroupM Revealed To Be Videology’s Largest Creditor, Owed $35 Million-Plus
In a rare public disclosure revealing the financial relationship between a big agency holding company’s media operations and a digital media supplier, WPP’s GroupM is listed as the single biggest creditor in Videology’s bankruptcy filing.
Read More MediaPost: GroupM Revealed To Be Videology’s Largest Creditor, Owed $35 Million-Plus
AdExchanger: 4As CEO Marla Kaplowitz On Repairing Agency-Client Trust And Getting Back To Growth
When Marla Kaplowitz took the helm of the 101-year-old American Association of Advertising Agencies (the 4As) just over a year ago, a scathing report about agency rebates had just dropped from the Association of National Advertisers (ANA).
Ad Age: ANA Chief: Media-Rebate Uproar Made Change, Whatever McKinsey Says
McKinsey & Co. recently asserted that not much has changed three years after the ad-industry uproar over undisclosed media rebates, as Ad Age reported April 30.
Read More Ad Age: ANA Chief: Media-Rebate Uproar Made Change, Whatever McKinsey Says
McKinsey & Company: Truth In Advertising: Achieving Transparency With Media Rebates To Fuel Growth
“We’re at an interesting point—CMOs can achieve more success now by showing growth versus cost cutting.” This quote comes from the former CMO of a leading global brand and reflects a broad desire in businesses to turn marketing into a bona fide engine for growth. An important way to make that happen is to free up dollars and funnel them into high-growth opportunities.
AdAge: McKinsey: Not Much Has Changed Three Years After The Media Rebate Uproar
Three years after former Mediacom CEO Jon Mandel gave a blistering speech alleging widespread media rebates in the U.S. — and the Association of National Advertisers launched a crusade to investigate and stop them — nothing much has changed, according to a report by McKinsey & Co.
Read More AdAge: McKinsey: Not Much Has Changed Three Years After The Media Rebate Uproar
ANA Marketing Maestros Blog: The Fog of Trust and Transparency
This June marks two years since the Association of National Advertisers released the K2 Intelligence investigation of non-transparent transactions in the media buying industry. This was followed in July 2016 by the ANA sponsored Ebiquity/Firm Decisions guidance, Media Transparency: Prescriptions, Principles, and Processes for Advertisers. In the aftermath, we witnessed unprecedented erosion of trust between agencies and advertisers. As we approach this second anniversary, one question looms over all others: Has trust been restored?
Read More ANA Marketing Maestros Blog: The Fog of Trust and Transparency
Adweek: IBM Is Betting on Blockchain to Provide Transparency in Media Buying
Salon Media Group is working with IBM and AdLedger, a nonprofit focused on blockchain standards for digital advertising, on a proof-of-concept blockchain project for ad campaign reconciliation on Salon properties. The goal: to bring more transparency to Salon Media’s ad inventory through IBM’s blockchain platform.
Read More Adweek: IBM Is Betting on Blockchain to Provide Transparency in Media Buying
eMarketer: How Blockchain Can Stop Digital Ad Fraud
There are few topics as buzzy as blockchain—its potential for transforming business has attracted promoters in every vertical, who are convinced the technology will be able to revolutionize their industry.
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Adweek: The Moment of Truth Has Come for Digital Advertising’s Transparency Problem
The lack of transparency in the world of online media—which has led some to describe today’s content landscape as the “Wild Wild West”—has long been an elephant in the room. But for brand marketers, 2018 is the year that it becomes the focal point of conversation.
Read More Adweek: The Moment of Truth Has Come for Digital Advertising’s Transparency Problem