Peering Over the Garden Walls – Why Transparency Creates a Competitive advantage for us all

Peering Over the Garden Walls – Why Transparency Creates a Competitive advantage for us all
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Considering the increasing use of online and digital platforms among consumers, it’s unsurprising that brands have followed suit and invested heavily in digital advertising strategies. Much of this investment has been channelled into programmatic ads in recent years – 80% of the budget for display ads is now traded programmatically (up 8% from 2017). What’s more, the spend on programmatic is only going to rise as advertisers and brands look to maximise impact, reach and conversions. However, with this boom in spending comes a significant challenge for the industry. While mostly considered a step forward for digital advertising, programmatic trading and targeting has created its own problem; a lack of transparency, clarity and control around how ad dollars are spent. Large global brands and advertisers have very publicly threatened to pull spend from digital ad platforms in the wake of transparency, accuracy and safety issues. With some very rare but questionable suppliers muddying the waters, it makes sense that brands are demanding a commitment to transparency across the board. This cry for a more open approach has come about due to a number of factors. Firstly, brands want more insight into where ads are appearing and how they are performing as a result. Secondly is cost. It’s time for us all in ad tech, no matter where you are on the supply chain, to disclose the fees, budgets or allocation of spend in the process of delivering an advert. And finally, they want an open and clear working relationship […]

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