Recommended Action – Crossmedia

Ad Age: Opinion: How to End Programmatic Advertising’s “Transparency Theater”

When the curtain comes up on the summer of 2020, the stage is set in a tempest. Marketers have retooled creative strategies. Media companies have had to manage record-high levels of user engagement while navigating a business environment marked by one of the most challenging dichotomies ever: a sky-high supply of advertising impressions (due to increased audience activity) and a record-low density of demand (driven by bookings that are down and ad categories that are paused).

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Adweek: If You Want Ad Transparency, Stop Playing the Blame Game

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With an estimated one-third of the U.S. programmatic display ad spend going to the so-called ad tax, the need for transparency is obvious. But a feud over two new IAB tools—sellers.json and OpenRTB SupplyChain object—underscores why transparency will never be possible as long as the industry perpetuates the intermediary blame game.

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ANA: Trust and Transparency in Media and Marketing

The 2016 ANA report on media transparency was a welcome and long-overdue wake-up call for the global advertiser community. By highlighting the existence of nontransparent trading practices in the U.S. media market — by most measures the largest and most sophisticated in the world — the report focused many national and global advertisers’ attention on the issue of transparency in media. It was the first stepping stone on the journey to more transparent media trading.

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Ad Age: Reformed Con Man Turned FBI Advisor Believes Greed will Get Ad Crooks Caught

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Frank Abagnale, the reformed con-man played by Leonardo DiCaprio in the movie “Catch Me If You Can,” has spent the past 43 years teaching FBI agents how to spot fraud, among them his own son and those currently investigating ad agency practices in the U.S.

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MediaPost: It’s Time For Complete Transparency In Digital Ad Data Rebates

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Today’s column runs the risk of alienating folks I sometimes do business with — but it’s about an issue we all need to address and resolve.

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Campaign: IAB Launches Transparency FAQs to Improve Online Ad Buying

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The Internet Advertising Bureau UK has launched “transparency FAQs” to help brands that may suffer from a lack of knowledge about online advertising.

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The Drum: Transparent Media: Is It Time For Advertisers To Take Back Control?

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Much of the discussion regarding transparent media buying has painted the leading network agencies as the bad guys for not disclosing or passing along rebates, hiding programmatic fees and commission, and disagreements regarding data and tech ownership.

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Adweek: 4 Ways Agencies Can Be More Transparent in Their Advertising

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It’s been said that sunlight is the best disinfectant, which is true, especially in advertising where clients are holding ad agencies’ feet to the fire, demanding clarity and transparency in the business arrangements between them.

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MediaPost Agency Daily: ANA: Feds Want ‘Meaningful’ Cooperation For Media-Buying Probe

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The Association of National Advertisers has issued a follow-up report to last month’s member missive confirming an FBI/U.S. Attorney’s Office probe into possible fraudulent conduct in the media-buying sector.

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ANA: Media Buying 2018 — Transparency at a Crossroads

The transparency debate and distrust between advertisers and media buying agencies has been a topic in C-suites since Jon Mandel’s 2015 speech at the Association of National Advertisers’ (ANA) annual media conference, yet ANA’s work on transparency dates back to at least 2011. Interest took a new, unprecedented turn on October 10, 2018 when the ANA notified its members that the U.S. Federal Bureau of Investigation (FBI) asked the ANA to inform its members about the investigation and to ask its members to consider cooperating with the FBI investigation if they believed they might have been defrauded by their agencies.

Crossmedia Transparency

Category: Recommended Action

Ad Age: Opinion: How to End Programmatic Advertising’s “Transparency Theater”

Adweek: If You Want Ad Transparency, Stop Playing the Blame Game

ANA: Trust and Transparency in Media and Marketing

Ad Age: Reformed Con Man Turned FBI Advisor Believes Greed will Get Ad Crooks Caught

MediaPost: It’s Time For Complete Transparency In Digital Ad Data Rebates

Campaign: IAB Launches Transparency FAQs to Improve Online Ad Buying

The Drum: Transparent Media: Is It Time For Advertisers To Take Back Control?

Adweek: 4 Ways Agencies Can Be More Transparent in Their Advertising

MediaPost Agency Daily: ANA: Feds Want ‘Meaningful’ Cooperation For Media-Buying Probe

ANA: Media Buying 2018 — Transparency at a Crossroads