Ad tech has a transparency problem. Some are pointing to blockchain as a possible answer. It’s fairly easy for fraudsters or an ill-intentioned party to weasel their way into a programmatic transaction, said Ken Brook, CEO and co-founder of metaX, a blockchain-based ad tech company that launched into beta on Tuesday. “The supply chain is […]
TrustX GM and President David Kohl was sitting in the front row with a big smile on his face when P&G Chief Brand Officer Marc Pritchard laid into the digital supply chain at the IAB’s Annual Leadership Meeting last month. For the past year, Kohl has been working on a project housed within Digital Context […]
The transparency train is making its next stop in Latin America. On Tuesday, a company called Exiber came out of stealth with a raison d’être centered on what it calls “uncomplicated and transparent programmatic marketing.” Based in Miami, Brazil and Mexico, Exiber bills itself as a data-driven agency for LatAm and US multicultural customers looking for […]
While it’s still too early to assess the repercussions of the Association of National Advertisers’ (ANA) media transparency report issued Tuesday, industry analysts expect the dynamics between advertisers and their programmatic trading desks to bear the burden of the impact. Though the 62-page report didn’t name names, it cited instances of non-transparent practices among agency […]
Media rebates and other nontransparent business practices by US agencies are pervasive, according to a long-awaited study from investigative firm K2 Intelligence that was released Tuesday. The Association of National Advertisers (ANA) commissioned the study last year in light of mounting marketer concerns about undisclosed media agency revenues. Read the full report. Of the 117 […]
Agencies may come under tougher scrutiny soon as a result of an Association of National Advertisers (ANA) report due out this month. The report on agency rebate practices is the result of a monthslong investigation by K2 Intelligence and Ebiquity and is likely to bring into focus how advertisers conduct audits of their agency partners. […]
The Association of National Advertisers and the 4As might be mending fences, but transparency – or the lack thereof – is still an issue. It’s why programmatic agency Anagram decided to start setting its clients up with their own direct platform contracts, rather than stepping in as the middleman. Anagram founder Adam Cahill calls it “radical […]
The Association of National Advertisers (ANA) and the American Association of Advertising Agencies (the 4A’s) are divided over how to shed light on issues of transparency and agency rebates. The two trade groups – the ANA representing brands and the 4A’s representing agencies – collaborated last spring by forming a working group of about 15 […]
Collective CEO Joe Apprendi would rather not describe his company’s shift toward self-service as a “pivot.” “We use the word ‘diversification,’” Apprendi told AdExchanger. “We realize that there are clients out there who want to engage with our capabilities in a variety of different ways.” Historically, Collective didn’t offer that variety. Like a lot of […]
Analytics giant comScore is looking to bolster the bid. The company announced Tuesday that it has acquired Proximic, a company whose pre-bid solution comScore plans to use to support its validated Campaign Essentials and Media Metrix products. Terms of the deal were not disclosed. Proximic’s technology is centered on real-time contextual, rather than semantic, analysis at […]
