transparency
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The Obvious Lack of Transparency in Ad Tech
The lack of transparency in the world of advertising had been a hot topic for ages; and the world of programmatic has only led to the exacerbation of this issue. George Levin (pictured below), CEO & Co-founder, GetIntent, talks about the various relationships behind the complexity and how a reduction of middle men in the process needs to be addressed.
Programmatic is often too complicated and, more times than not, has way too many parties involved. With a clear [...]
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New Tech on the Blockchain
The industry is crying out for a solution that allows the digital advertising supply chain to coordinate in a scalable, trustworthy, and secure way – and blockchain could be the answer.
‘Blockchain’ is the buzzword of the moment in the ad tech industry. This year, we’ve already seen three companies come to market bringing the blockchain protocol (typically synonymous with crypto-currency Bitcoin) to the digital advertising supply chain: MetaX, NYIAX, and
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Collaboration on KPIs; Transparency Can Drive Spend
ExchangeWire Research’s weekly roundup brings you up-to-date research findings from around the world, with additional insight provided by Rebecca Muir, head of research and analysis, ExchangeWire. In this week’s edition: Collaboration on KPIs; Transparency can drive spend; a generation gap; and Attention-grabbing video.
Collaboration on KPIsThere is a need for greater agreement between brands and media agencies in defining and setting business-driven KPIs, according to research from DataXu. The findings, which questioned senior marketers at brands and professionals at media [...]
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10 Questions You Should Ask Your Tech Provider
From transparency, to customer data, to campaign optimisation – what questions should you be asking to get the most out of your tech provider? In this piece, Paul Wright, CEO, iotec, offers a checklist for opening up the conversation and gathering actionable insight.
There has been continuous debate about transparency in the advertising industry which has all come to a head in the last few months, being heavily debated at Ad Week Europe and the recent ISBA Conference, [...]
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Google's Move for Independent YouTube Accreditation is a Big Step Forward, But a Long Time Coming
On 21 February, Google announced on the Google Agency Blog that they are to build trust and increase transparency using MRC-accredited measurement on YouTube. What this doesn’t mean is that Google will finally be allowing third-party verification platforms to report on viewability on YouTube. As the blog states, since 2015, they’ve completed integrations with Moat, Integral Ad Science, and DoubleVerify; so the ability for advertisers and agencies to use third-party measurement is already in place. What is [...]
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It's True, Brand Safety is a Huge Issue, But Don't Place All the Blame on the Agencies
On 9 February, 2016, The Times published an investigative article on the topic of brand safety, with the explosive headline, ‘Big Brands Fund Terror Through Online Adverts’. The article, which claims some of the world’s biggest brands are unwittingly funding Islamic extremists, white supremacists, and pornographers by advertising on their websites, appeared on the front page of the printed publication (average circulation 446,000) and has since been shared nearly 800 times across social media. Mercedes Benz, Sandals, Waitrose, and [...]
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P&G are Right to Push for Viewability-Accredited Suppliers, But There's More to it Than That
On 29 January, Marc Pritchard, global chief brand officer at Procter & Gamble, delivered a keynote at the US IAB Annual Leadership Meeting, which has since sent shockwaves through the advertising industry, and rightly so. Calling out the media supply chain as murky at best, and fraudulent at worst, Pritchard said it’s time to get tough and delivered four key actions to the industry for 2017: adopt one viewability standard; implement accredited third-party measurement verification; get transparent agency contracts; and [...]
Tagsad fraudAd VerificationAdvertiserAgencyDigital Marketingtransparency
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China Must Work on Trust & Transparency in 2017
For China’s ad tech industry, the pressing new year resolution for 2017 appears to be building trust and transparency in a market where lines between the referee and players in the game have blurred.
ExchangeWire spoke with three executives who identified key developments in the Chinese ad tech landscape last year and what they hoped to see resolved in 2017. The spokespersons are: iPinYou’s CEO and co-founder Grace Huang; Taptica CEO Hagai Tal; and AppsFlyer’s vice president of marketing, Ran Avrahamy.
ExchangeWire: [...]TagsAdvertiserChinaClick FraudMarketermeasurementMedia BuyingMobileProgrammaticPublishertransparency
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Rethinking Programmatic: Towards a Transparent Trading Model
For some time now, the rapid pace of change in the online publishing industry has led to a widening gulf between programmatic providers and publishers. With programmatic trading being a huge part of how digital publishers and content providers monetise their inventory, ad tech expert and CTO of Improve Digital, Garry Turkington (pictured below), discusses what advertising technology providers can do to bridge the gap; and how one company has taken responsibility in pushing the industry towards increased transparency [...]
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Market Transparency Drives Market Activity: Q&A with Mike Driscoll, CEO, Metamarkets
Transparency in the programmatic marketplace has been a hot topic this year and, as Mike Driscoll, CEO, Metamarkets, explains to ExchangeWire, the challenge that faces buyers and sellers (and the channels through which they sell to humans) is one of trust, neutrality, and measurement.
Metamarkets provide interactive analytics for programmatic marketing and could be considered the Bloomberg of the programmatic media world. Working directly with exchanges and, through those relationships, with direct marketers, Metamarkets sit in a [...]
Weekly roundups
Recent Posts
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The Obvious Lack of Transparency in Ad Tech -
Customisation: The Salvation of Ad Tech Players -
AU Agencies Want Programmatic Trust; SEA Advertisers Concern Over Lack of Programmatic Processes -
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Marketo Engagement Platform Offers Choice Vs Captivity: Q&A with Chandar Pattabhiram, Marketo