30-second summary: Transparency is supposed to mean that buyers and sellers understand fees because they have complete visibility into the transaction. One immediate consequence of opaque marketplaces is that advertisers struggle to understand the fees they pay when they buy media. This problem makes it difficult for buyers and sellers […]
The Interactive Advertising Bureau’s Technology Lab is out with version 1.0 of its Data Transparency Standard for the digital ad industry, and is launching a related Data Transparency Standard Compliance Program and seal. Nine companies were “architects” of the transparency standard and compliance program: 3W.relevanC, Dstillery, Epsilon, Hearst Magazines, LiveRamp, […]
In our roundup of this week’s martech news, we highlight: Zendesk has acquired Smooch to enable more support messaging via social media. Google has updated mobile SERP design to show website names and icons. LinkedIn has added a new Ads tab on Pages for increased ad transparency. Top stories in […]
Facebook and Twitter had an almost perfect synchronization in their announcements that they’ll focus on ad transparency from now on. Although there was no plan to coordinate their updates, the timing of both announcements brings a change in our marketing habits. At first, it may bring a confusion and the […]
Paid media transparency has become an increasingly pressing industry issue over the last few years. In January 2017, Chief Brand Officer of Procter & Gamble (P&G) Marc Pritchard drew attention to the issue of dishonest agency advertising practices, after an unpleasant surprise in its dealings with one agency led to the company reviewing […]
Walmart was a disruptor long before the ecommerce boom, combining limitless products and low prices in towns across America. Though Walmart has been the nation’s largest retailer since the late ‘80s, the stratospheric rise of Amazon has posed a threat to the brand’s dominance. However, Walmart has had a digital comeback over […]
In just six months, the General Data Protection Regulation (GDPR) officially goes into effect. Marketers will no longer be allowed to collect, store or use the personal data of any European Union (EU) citizen without their explicit consent. Compliance is non-negotiable, given the huge financial ramifications. On the surface, the […]
Few markets in the world are as opaque and complex as the digital ad market, though that hasn’t stopped digital advertising from growing into a business expected to account for a full third of total ad spend this year. However, the problems associated with the opaque nature of the market […]