What Marketers Really Want: Transparency and Visibility

  • By Emily French
  • in
  • on October 8, 2019

The media landscape has evolved so dramatically in recent years- agencies have shifted their focus towards AI-engineered personalization, AR/VR experiential marketing, automated ad buying, smart speakers, and all the like. Yet despite these massive leaps in tech-driven innovation, there hasn’t been much progress in improving transparency and visibility in these marketing campaign strategies. The presence of monopolized ad businesses, particularly Facebook and Google, are partly to blame for the opaque nature of ad buying today, but what the industry is in dire need of is a collective effort for transparency, a resurgence in competition, and a resolution to the excessive ad fraud that marketers are facing today. 

The New York Times recently reported that a group of 16 companies – including Oracle, News Corporation, MediaMath, IBM Watson Advertising, White Ops, Havas Media, and Business Insider are coming together in an effort for efficiency, transparency, and competition amongst media entities to keep up with market demand. 

In the piece, Joe Zawadzki, chief executive of MediaMath, claimed, “We’re trying to create new terms of trade to modernize the business […] Seeing where every dollar goes — that doesn’t exist today.”

An open marketplace is imperative for the future of marketing, and with the innovation we’ve refined over the last 10 years, it’s absurd that ad fraud runs rampant, leading companies are making 85 cents on the dollar, and we’re given only a handful of alternatives to Facebook or Google in digital advertising today. 

Check out the full article to learn more!

Leave a Reply

PUBLISHED BY Emily French

View all posts by Emily French

Related Posts

Digital , Marketing

David Sable Weighs in on The New Normal

As the world continues to adapt to the current global crisis, one question still looms: what will life look like once this is over? Our advisory board member David Sable weighs in on “the danger of returning to normal,” and presents us with important questions that must be asked regarding our transition to the “new […]

Healthcare , Technology

Here’s How Telemedicine Can Help Provide High-Quality Care During COVID-19

As originally published by Patrick Carroll on Linkedin.  COVID-19 has placed a huge strain on our healthcare system and healthcare workers are taking significant personal risks to provide in-person care. For those working tirelessly on the front lines of treating acute cases this is unavoidable, and I speak for millions in saying thank you for […]

Digital , Technology

How AI is Impacting the World Right Now, Featuring Allan Andersen from IPsoft

Every job has at least one mind-numbing task that employees dread doing, but it’s imperative that it gets done. Whether it’s something as simple as data entry, or complex as analyzing hundreds of datasets from several platforms and drawing comprehensive insights. In all industries at every seniority level, there’s brunt work.  Take healthcare for example. […]

Security

ShieldX’s CISO Guide to Ransomware Prevention in the Data Center

Among the most dire consequences of a successful cyber exploit are ransomware attacks. Costs for dealing with ransomware average out to tens of thousands of dollars, with the price tag presently doubling every quarter. State and local governments—often with underfunded network infrastructures—find themselves less prepared to resist ransom demands and are paying an average of […]

Lovin’ Digital Diary?

Premium content to our readers interested in all things business.

Check Us Out!

Millennium Membership offers Fortune 1000 C-Level executives, leading public sector/government officials, and thought leaders across a variety of disciplines unique and exclusive opportunities to meet their peers, understand industry developments, and receive introductions to new technology and service advancements to help grow their career and overall company value.

About Millenium Alliance Next

About Digital Diary

Created to provide premium content to our readers interested in all things business.

Launched in 2017, Digital Diary was created to provide premium content to our readers interested in all things business. With our blogs catered to deliver the top news stories, trends, and interviews from across all industries.

Read all story Next

Interested in Millennium Membership?
Find out if you qualify here.

arrow