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Category: Alternative Models

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Digiday: In China, Platforms Are Cutting Out Media-buying Agencies

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If China is where the future happens, that’s bad news for media agencies. In China, big brands are increasingly moving their advertising budgets from agency trading desks to Baidu, Alibaba and Tencent (known as the BAT) for more media transparency. It may make sense from a cost-saving perspective: If brands can strike deals with the BAT at a good price on their own, why bother to pay a middleman to buy media? Also, brands now have more campaign management service options like vendors and consulting firms, aside from their media shops.

Read More Digiday: In China, Platforms Are Cutting Out Media-buying Agencies

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MediaPost DigitalNewsDaily: The Right Kind of Transparency

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Just over a year ago, in July 2016, the Association of National Advertisers (ANA) dropped a bomb on the advertising world in the form of a report on transparency. It found there wasn’t much.

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Digiday: Consulting Firms Muscle in on Media Planning in Transparency Fallout

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Management consultancies are turning the trust problem between advertisers and their media agencies into an opportunity to muscle in on the number of budgets increasingly prioritizing planning over buying.

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The Wall Street Journal: Havas Launches Platform to Track ‘Every Penny’ of Digital Ad Buys

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Advertising agency group Havas on Tuesday will announce the launch of a platform that will let its clients see exactly how much money they are spending with different vendors online and how those ads are performing, in real-time.

Read More The Wall Street Journal: Havas Launches Platform to Track ‘Every Penny’ of Digital Ad Buys

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Business Insider: France Passed a New Advertising Transparency Law the Entire Global Ad Industry Should Pay Attention To

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Unless you have deep knowledge of the French advertising market and France’s legal system, its likely you may not be aware of the region’s transparency law, Loi Sapin.

Read More Business Insider: France Passed a New Advertising Transparency Law the Entire Global Ad Industry Should Pay Attention To

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Mumbrella: Marketer body repurposes US guidelines for media agency-advertiser relationships for Australia

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The Australian Association of National Advertisers (AANA) has adapted a US code of conduct for the local market to help marketers manage their media agency relationships in the wake of local and international revelations on transparency.

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The Australian Business Review: New code of conduct for marketing industry

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Advertisers and agencies have been told to follow much stricter rules when entering into contracts under a new landmark code of conduct designed to restore market confidence in a sector hit by a series of scandals.

Read More The Australian Business Review: New code of conduct for marketing industry

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Associations Now: New Digital Media Industry Ad Exchange Promises Transparency

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Digital Content Next, a trade group for online publishers, plans to launch an ad network under the B Corporation structure. The goal? Certified transparency.

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The Drum: Do brands need a chief media officer to readjust the equilibrium of the client/agency relationship?

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Guidelines published by the Association of National Advertisers (ANA) in the States last month sent heads spinning across the industry in their recommendation that brands hire a chief media officer to police transparency and ensure media accountability. But isn’t this what the media agency is supposed to do? Do brands really need this role, and why?

Read More The Drum: Do brands need a chief media officer to readjust the equilibrium of the client/agency relationship?

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AdAge: Marketers Growing In-House Media Buying Capabilities Amid Transparency Concerns

LiodiceBob_resizedMore 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