Don’t feel like googling it? We’ve done it for you for your browsing pleasure. Did we miss one? Submit here
Media-buying will continue to migrate “in-house,” thanks to programmatic ad technology, and the No. 1 reason is “control,” according to results of a survey of advertisers and ad agency executives being released this week by digital media-buying technology firm Centro.
Advertisers, impatient with the rest of the supply chain’s slow attempts to become more transparent, are taking matters into their own hands.
Programmatic has an obvious benefit. It allows brands to automate the process of data-driven campaigns that reach the right audience at scale. It has an obvious drawback too, however — transparency.
Research from new agency Truth claims that four in five — or 79% — of marketers are concerned about transparency, with just one in seven — or 14% — claiming to have no such concerns.
Read More MediaPost LondonBlog: Programmatic Transparency To Remain The Top Issue In 2018
When Capital One hired independent agency The7stars earlier this month, the advertiser’s brand director Katy Lomax hailed the agency’s “transparent approach” to media buying. Less than a week later, food-delivery company Deliveroo echoed that sentiment, calling the agency “compelling.” Both advertisers’ decisions to opt for The7stars rather than big holding groups illustrate that a network agency’s loss is now an independent shop’s gain.
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.
Arbitrage within programmatic trading has been under scrutiny for years, but other areas of digital trading are equally shady yet have dodged the spotlight: data arbitrage and murky attribution-modeling practices.
In an exclusive interview, the chief brand officer envisions a not-too-distant future where one-to-one marketing and brands using their voice for good are commonplace.
Bob Liodice, chief executive of the ANA, opened the organization’s annual Masters of Marketing conference in Orlando with a speech that detailed a 12-point growth plan it has put together to spur growth in the industry.
Looking back over 2017 so far it is hard to think of a marketer that has made as big an impact as Procter & Gamble’s marketing chief Marc Pritchard. Since making his already seminal marketing speech on media transparency in January, he has galvanised the digital media industry to change by forcing Google and Facebook to listen to the demands of marketers.
Read More Marketing Week: ‘Marketer of the Year’ Marc Pritchard On His Quest For Transparency
I’m writing this on Pulse because there simply wasn’t room to add the depth of comment under Mark’s post on LinkedIn, which itself is a link to his Marketing Week column. He asked for my thoughts, here they are.
Read More LinkedIn Pulse: Response to Mark Ritson: Are Media Agencies Damned?