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 all of its media-agency contacts.
Just two months later, the issue of transparency and brand safety in programmatic advertising came to a prominent head, when a number of major brands discovered their advertising being displayed next to objectionable content online.
These are not isolated examples. Rather, these well-known cases are symptomatic of an issue endemic to the entire advertising industry. The budgets, metrics, processes and other dealings that surround paid media campaigns are shrouded in obscurity, preventing the brands which buy advertising from knowing exactly where this spend is going, what they are buying, and how it is benefiting them.
In this report, we explore the benefits of transparency in paid media campaigns, with a view to strategy, brand safety and profitability, as well as furnishing brands with the right questions to ask their agencies to ensure full campaign transparency.
Content produced in association with Search Laboratory.
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