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ADVERTISING WEEK, an annual stretch of industry meetings that began on September 26th in New York, is usually defined by schmoozing and self-congratulation. This year’s event has been marred by suspicion. In the week leading up to it, Dentsu Aegis, a big agency, admitted overbilling by its digital-ad division in Japan; and Facebook, a tech giant, said it had inflated the average time people spent watching video ads.
The Association of National Advertisers (ANA) used Advertising Week New York as a platform to voice brands’ dissatisfaction over this month’s furore over Facebook’s admission that it had over-reported video measurements.
Momentum is building among brand advertisers pushing for greater oversight of the digital ad industry, but consultants say a similar effort is non existent among political marketers.
Read More Campaigns & Elections: DIGITAL ADVERTISING UNDER SCRUTINY, BUT NOT FROM CAMPAIGNS
The pressure on Facebook over its overstated consumer video viewing habits increased on Thursday when a major advertising group called for third-party verification of the videos’ audience.
Read More New York Post: Facebook pledges to ‘get it right’ after metrics screwup
One week after details about Facebook inflating its video metrics for advertisers were discovered, the Association of National Advertisers has called for an audit and accreditation of the social platform’s metrics.
Read More Adweek: ANA Asks Facebook to Open Up Its Platform for More Third-Party Measurement
The Association of National Advertisers is calling for Facebook’s metrics to be audited and accredited by the Media Rating Council in light of the social media network’s disclosure that it has been giving marketers an inflated number for the average time spent viewing online clips.
Read More AdAge: ANA Calls for Facebook Metrics to Be Audited and Accredited
In the wake of the Association of National Advertisers much-publicized report about agency media-buying practices in the U.S. this summer, marketers seem to finally be waking up to the issue of transparency. Several brands — including J.P. Morgan Chase, General Electric and Sears — are reportedly halting media budgets and conducting outside audits, as reported by Business Insider and the Wall Street Journal.
Transparency is a major issue in digital advertising given the volume of ad space bought programmatically, as well as the amount of click fraud and maladvertising. For marketers it’s frustrating to see industry organizations at odds over such basic matters. The ANA issued a report this summer that found rampant rebates between agencies and publishers to the detriment of marketers buying ad space, a report that put the transparency argument front and center.
Read More Marketing Dive: Mediasmith withdraws from 4As over transparency clash
Throughout a week of panels and networking at this year’s Advertising Week, the issue of transparency (or lack thereof) is sure to take center stage, as marketers scrutinize their agencies through audits in the wake of a recent bombshell industry report from the Association of National Advertisers.
Dentsu Aegis’ local operation has sought to distance itself from the scandal engulfing its Japanese parent company as 200,000 digital transactions are investigated for evidence of overcharging clients.
Read More The Australian Business Review: Aegis Dentsu hit by overchargingclaims in Japan