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Facebook has pivoted its ad server Atlas (which it bought for hundreds of millions from Microsoft in 2013) to be used as a measurement tool, a development which emerged amid much controversy for the social network. In the first of a two-part series, The Drum probed some of the industry’s largest media spenders to gauge their reaction.
Read More The Drum: Media agencies’ reaction to Facebook’s latest transparency overtures
It is a “surprise” the practice of agency rebates isn’t a bigger issue, according to David Wheldon, CMO of the RBS Group.
ONE OF THE great promises of online videos was the potential to measure precisely how effective they were: Audiences reported not through inexact ratings and surveys but directly, down to the person and the millisecond he or she spent watching.
Read More The New York Times: The Online Video View: We Can Count It, but Can We Count on It?
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
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
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
Holding companies have all been on the defensive since the June release of the Association of National Advertisers’ media-transparency report, while big ad spenders like J.P Morgan Chase, Allstate and AT&T are all reportedly auditing their media contracts. For this Digiday Confessions, we talked to an ad tech veteran who said that most agencies are involved in rebates and the low margins are not a valid reason for them to do so.
Read More Digiday: Confessions of an ad tech veteran: ‘You have no idea how much should be charged’
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.