2018 has been a very eventful year so far within the digital advertising and technology spaces – and we’re still only halfway through it. With that in mind, Tyrone Stewart takes a look back at everything that’s happened so far, and where we can expect it to go for the rest of the year and beyond.
Speaking to iotec’s CEO Paul Wright about the year that has been, Paul commented there is a silver-lining to all these scandals around data, brand safety and transparency. It is forcing the ad tech industry to take a long, hard look at itself, and to re-evaluate some of the relationships that have been in place for many years. One of these is that between media buyers and ad agencies, where the level of trust has definitely declined. Fixing this, says Wright, lies at the heart of the transparency problem.
“Trust can be restored if media buyers are willing to be transparent about how they buy media and ad agencies are able to communicate openly why they are choosing to work with certain suppliers over others,” says Wright. “If true transparency existed across the board – across price, placement, optimisation and use of data – then media platforms and vendors would be judged solely on the merit and the value they bring back to the advertiser. Which is how it should be.”
Read the full article at Mobile Marketing.