Advertisers can build more transparent, partnerlike relationships with their media agencies by taking four steps.
Category: Alternative Models
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.
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MediaPost DigitalNewsDaily: AT&T Begins Testing Blockchain For Ads, Media Buys
AT&T’s marketers are demanding increased transparency into its digital advertising supply chain and have begun to test blockchain technology that will “verify and validate” the company’s multibillion-dollar ad investment. The goal is to identify who is charging what and when for advertisements, and to better understand the value of the ads being served.
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Digiday: ‘We’re walking the walk’: Advertisers Put Transparency On The Top of Their 2018 To-Do Lists
Advertisers, impatient with the rest of the supply chain’s slow attempts to become more transparent, are taking matters into their own hands.
MediaPost MEDIApsssst: ANA: Transparency and Brand Safety Concerns Drive Expansion Of In-House Programmatic Activity
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.
Ad Age: Deutsche Telekom Pulls Back Curtain On ‘Radical’ New Media Approach
The company has broken up its media processes into five “Lots”: media strategy and steering; media analytics services; campaign planning and buying services; programmatic buying operation services; and search advertising and affiliate marketing services.
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MediaPost Agency Daily: Telecom Giant Upends The Media Marketing Process, Taking A Big Piece Of Work In-House
It’s no secret that the ANA report on media transparency last year has led a lot of marketers to rethink their media strategies.
The Drum: The Marketing Group’s Blockchain-backed Agency Truth Promises To Be Antidote To Industry’s Media Woes
The Marketing Group (TMG) has launched a media agency, built on blockchain technology, that promises advertisers 100% transparency as they grapple with what Procter & Gamble (P&G) brand chief Marc Pritchard now infamously described as a “murky at best, and fraudulent at worst” media supply chain.
MediaPost’s Mediapssst: So It’s Come To This: Agency Names An Integrity Director
You know an industry has a problem when companies start naming integrity directors. But that’s exactly what SwellShark, the media agency has done.
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AdAge: The Tenuous Future of Ad Tech Middle Men
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.