The advertising industry needs to balance out its programmatic transparency quest

"'Transparency has to cut both ways.' That was one of my key takeaways from our event this week where participants mulled the issues of the day - both old and new. The term ' transparency ' was a recurring utterance, and while it is a welcome development, it would appear that it's not being dealt in equal measure. Before we go any further, a heartfelt thank you from all at The Drum to those who helped organize, attend and participate on stage at the event."

"By 2019, 83.6% of all US digital display ads will be bought, served and sold using automated technologies, according to eMarketer, and a sign of any maturing market is increased scrutiny. Far from being an experimental medium, some of the biggest names in the marketing industry - as exemplified by Unilever marketing chief Keith Weed's IAB ALM keynote - are now bringing to bear the considerable weight of their marketing budgets on the adtech sector"

"Brands are avoiding adtech that won't pass the smell test Speaking yesterday at our event, panel participant Alex Sutton III, Avis Budget Group's director of digital acquisition, commented how he shies away from vendors that promise a "value-add." Simply put, without transparency - which shouldn't be confused for "disclosure" - brands just cannot be sure that ad spend with such players will "move the needle", ie generate an ROI, he added."

Programmatic advertising is rapidly becoming the dominant method for buying, serving and selling digital display ads, with eMarketer projecting 83.6% of US digital display ads transacted programmatically by 2019. Increased market maturity brings heightened scrutiny from major brands and agencies deploying large marketing budgets. Brands are avoiding adtech vendors that make vague "value-add" claims because opaque practices prevent clear ROI measurement. Transparency must be reciprocal and verifiable across all industry tiers so advertisers receive accountability on how spend is executed. Industry participants call for measurable transparency rather than mere disclosure to ensure ad spend moves the needle.

Read at The Drum