While “transparency” remains an industry buzzword, there has been an evolution in both marketer understanding and actions over the past two years.
Read More IDCOMMS Perspective: The Evolution of Media Transparency Issues
Category: Understanding the Issue
MediaPost MEDIApsssst: ANA: Transparency and Brand Safety Concerns Drive Expansion Of In-House Programmatic Activity
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.
Digiday: ‘Data arbitrage is as big a problem as media arbitrage’: Confessions of a Media Exec
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.
MarketingDive: P&G’s Marc Pritchard on Where Digital Marketing is Headed Now That There’s More Transparency
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.
AdAge: The Tenuous Future of Ad Tech Middle Men
At the moment, an important debate about fraud and viewability is playing out in an ad tech ecosystem — an ecosystem that’s increasingly being called a duopoly. But these topics won’t be left for Google and Facebook to solve. Very soon, blockchain technology will disrupt the duopoly and, more importantly, usher in a new marketplace that is more transparent and accountable, and therefore less prone to fraud.
MediaPost DigitalNewsDaily: Can Supply-Path Optimization Deliver Supply-Side Transparency?
In January, at the IAB’s Annual Leadership Meeting, P&G Chief Brand Officer Marc Pritchard served notice to the digital marketing ecosystem, saying that P&G demanded transparency from agencies and vendors.
Read More MediaPost DigitalNewsDaily: Can Supply-Path Optimization Deliver Supply-Side Transparency?
MediaPost DigitalNewsDaily: Marketing Contracts Exchange: A Mechanism For Scaling Transparency
T&T, which has participants from major advertisers and agencies, as well as key trade groups, believes this climate is harming longstanding relationships, slowing growth and profitability.
Marketing Week: ‘Marketer of the Year’ Marc Pritchard On His Quest For Transparency
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
LinkedIn Pulse: Response to Mark Ritson: Are Media Agencies Damned?
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?
Marketing Week: Mark Ritson: Media Buying’s Deadly Sins – And Why Agencies Are Too Late To Save Their Souls
Last week saw the great and the good of the advertising world trundle to New York City for Advertising Week – four days of talks, events, awards and general navel-gazing. If you have been to any advertising event you can imagine how it generally went down: the usual ongoing orgy of ‘disruptive digital purpose’ and ‘purpose-driven digital disruption’, and of course the big keynote on ‘the digital disruption of purpose’. Take your pick.