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In-housing is increasingly being positioned as the silver bullet to the aging network agency models, which are riddled with middlemen in digital and a corresponding lack of transparency, driving advertisers’ desire to take back control.
Read More The Drum: In-Housing Programmatic: The Role of Trust And Transparency is Key
The impact of calls for transparency in the digital advertising ecosystem has resulted in guidance for brands on how their data is used, how agencies work with platforms and being able to explain the technical side of programmatic and how it’s evolving.
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.
Read More Adweek: If You Want Ad Transparency, Stop Playing the Blame Game
The topic of transparency may seem exhausted but until all players in the industry are on board, a fair and transparent programmatic marketplace remains out of reach.
Read More MediaPost’s Agency Daily: Transparency Is No Longer An Option
Walt Disney Co.’s recently concluded $2.2 billion global media review—the world’s biggest this year—also has become its most controversial, opening a new front in the ad industry’s transparency debate that paints the marketer/media hybrid client as the bad guy.
Read More Ad Age: Allegations About Disney Media Review Make Waves
Telegraph Media Group has disclosed for the first time in its annual accounts that it pays rebates to media agencies and clients.
Read More Campaign (UK): Telegraph Discloses Rebate Payments To Agencies
Agencies are still a step ahead of those advertisers trying to find out how they secretly profit from media budgets.
Read More Digiday: ‘It’s like a game of whack-a-mole’: Rebates Persist in Ad Buying
AdFin, a company that tried to help the Association of National Advertisers and consultancies like Accenture and PwC illuminate the murky depths of programmatic dealings, has closed.
Read More Adweek: AdFin’s Bid to Bring Transparency to Programmatic Ends as It Shutters Its Doors
The out-of-home media industry has overcome some questionable perceptions on Madison Avenue thanks to its increasing digitization, but it’s probably still best served as a specialty practice at most advertising agencies, S4 Capital Executive Chairman Martin Sorrell said during an interview at the Digital Place-Based Advertising Association (DPAA)’s annual summit in New York City Tuesday.
Read More MediaPost MediaDailyNews: Sorrell: Digital Makes Outdoor More Transparent, Attractive
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.
Read More ANA: Trust and Transparency in Media and Marketing