THE UNRAVELING OF A VISION: ANA AND PWC’S QUEST FOR TRANSPARENCY IN PROGRAMMATIC ADVERTISING In a bold and ambitious endeavor to expose the murky
underbelly of programmatic advertising, the Association of National Advertisers (ANA) teamed up with PricewaterhouseCoopers (PwC) to bring transparency to an industry shrouded in secrecy. However, after a grueling 18-month battle against formidable challenges, the partnership has unexpectedly crumbled, leaving a trail of unanswered questions and mounting frustrations. From clashes among major stakeholders over audit methodologies to legal barriers blocking access to crucial data, the vision of
illuminating the true allocation of ad dollars and eliminating fraud remained frustratingly out of reach. This unraveling of the ANA-PwC alliance serves as a stark reminder of the herculean task of unraveling the complex web of programmatic advertising, urging industry players to reflect on the long road ahead in their pursuit of a more transparent advertising ecosystem.
In December 2021, a ray of hope shone upon the programmatic media-buying landscape as the Association of National Advertisers (ANA) joined forces with PricewaterhouseCoopers (PwC). Together, they embarked on a groundbreaking
partnership with the aim of bringing transparency to an industry notorious for its convoluted practices. However, after 18 months of efforts, the partnership has come to an unexpected end, leaving behind questions and frustrations. Programmatic advertising, with its complex web of intermediaries and undisclosed fees, has long been a puzzle wrapped in opacity. The ANA’s decision to initiate
an audit, in collaboration with PwC, was a courageous step towards unraveling this enigma. The goal was to shed light on the true allocation of ad dollars and ascertain whether advertisers were receiving fraud-free, brand-safe, and viewable impressions. It was a noble vision shared by industry insiders, advertisers, and consumers alike, who yearned for a more transparent and efficient advertising ecosystem. Yet, as with any ambitious endeavor, challenges emerged from the outset. The ANA’s U.K. counterpart, ISBA, had previously attempted a similar audit, but its limited scope and logistical difficulties left room for improvement. The ANA and PwC sought to learn from these past experiences and create a comprehensive study that would resonate with the entire industry. However, even the conceptual framework of the audit faced resistance from flagship advertisers. Key stakeholders, including Diageo, Procter & Gamble (P&G), and Unilever, expressed their dissatisfaction with the proposed audit methodologies. These advertisers, who consulted with expert ad tech partners, found fault with the ANA and PwC’s attempt to emulate the ISBA’s “unknown delta” study. They believed that the audit fell short of addressing the fundamental issue of understanding the
mounting ad tech costs. Furthermore, they questioned the representativeness of ISBA’s study, which focused on a fraction of the market. The complexities of programmatic advertising were further exacerbated by binding contractual terms between major players in the industry. These agreements hindered the direct sharing of crucial log-level data, a vital component of the proposed audit
methodology. Legal constraints between demand-side platforms (DSPs), supply-side platforms (SSPs), and publishers created obstacles that impeded the access to comprehensive data. The auditors’ vision of synchronizing impression-by-impression logs across the entire ecosystem seemed increasingly elusive. The programmatic advertising landscape is characterized by a dizzying array of ad tech
vendors and intermediaries, each adding a layer of complexity. These vendors work with external entities, creating a chain that can extend over 20 layers. At each stage, there are fees, known as “take-rates,” which are challenging to identify and verify accurately due to the sheer number of transactions and players involved. The auditors faced the monumental task of untangling this intricate web of transactions and discrepancies. Even beyond the methodological challenges, the audit faced internal conflicts and frictions. PwC’s role as both the financial auditor of The Trade Desk, a major programmatic bidder, and the overseeing party of the audit raised concerns about potential conflicts of interest. Furthermore, the PwC team that had conducted the previous programmatic audit in the U.K. had disbanded, and the new team faced a steep learning curve, adding additional strain to the
already complex project. After months of grappling with these challenges, the ANA and PwC announced the dissolution of their partnership. The decision was reached amicably, recognizing the formidable obstacles that stood in the way of achieving their shared vision of transparency in programmatic advertising. Both organizations expressed their commitment to exploring alternative approaches to
address the pervasive issues of fraud, brand safety, and ad transparency in the industry. The ANA and PwC’s partnership, once heralded as a beacon of hope for transparency in programmatic advertising, ultimately fell short of its ambitious goals. The complexity of the landscape, coupled with methodological disagreements, legal hurdles, and conflicting interests, proved too daunting to
overcome. However, the dissolution of this partnership should not be viewed as the end of the quest for transparency. It serves as a reminder of the immense challenges that lie ahead and calls for renewed collaboration and innovation to achieve a more transparent and accountable programmatic advertising ecosystem. |
All the news you need today, in a format that isn't TL:DR, summarized for the busy executive.
Ad tech company Adnami swoops in to save the day, tackling the challenge of measuring attention in high impact advertising. Armed with a predictive attention model, they offer media buyers an automated, accurate, and affordable solution. The Adnami Attention Score breaks it down into two snazzy metrics:
Attention Per Mille (APM) and Effective Attention Per Mille (eAPM). Now advertisers can finally evaluate and compare campaign performance while sipping their coffee. Adnami's hybrid approach combines engagement signals with eye-tracking models, impressively predicting attentive time per 1,000 impressions. They're on a mission to revolutionize ad measurement and generate better returns for marketers. Stay tuned for their epic case studies and industry domination in Q3!
Lumen Research and Scope3 join forces to tackle the carbon footprint of digital advertising and create a green revolution. By combining Lumen's attention estimates with Scope3's emissions data, advertisers can now track the carbon cost of their campaigns while targeting high attention/low carbon ad inventory. Unseen ads become a thing of the past as the Lumen Attention Measurement Platform (LAMP) offers real-time reporting on carbon per impression,
attentive impression, and recalled impressions. Havas Media Group is already reaping the benefits, recognizing the connection between attention and sustainability. This partnership paves the way for a low carbon, high attention, and high impact internet. Let's save the planet one click at a time!
Amperity, the enterprise customer data platform (CDP), has been chosen by Forever 21 as the foundational solution to enhance its omnichannel data and
deliver personalized customer experiences. With Amperity's technology, Forever 21 gains insights into cross-channel behavior, data science scores, and content preferences, enabling the brand to reach more consumers and enrich advertising campaigns. By unifying and managing disparate data sources through Amperity's 360-degree unified view, Forever 21 can acquire and retain customers while scaling its operations efficiently. Amperity's AI-powered technology empowers the brand to combine
first-party and third-party data for identity resolution, audience segmentation, and targeted campaigns. By partnering with Amperity, Forever 21 aims to deepen customer loyalty, fuel growth, and enhance the overall customer journey.
goTom has partnered with SpringServe to develop a standardized interface for the SpringServe ad server, which specializes in delivering video ads using proprietary machine learning algorithms. This
collaboration allows goTom customers to create digital campaigns directly through SpringServe's ad server, eliminating the need for manual line item creation. Real-time delivery and revenue data from ongoing campaigns can be imported into goTom, enabling easy monitoring of campaign performance and streamlined reporting to advertising clients. The integration aims to enhance the efficiency of executing video, CTV, and TV campaigns for goTom's users.
Amazon Prime Video, known for offering ad-free versions of third-party streaming services, is reportedly considering launching its own ad-supported streaming service. The Wall Street Journal reports that discussions about the advertising-supported tier are in the early stages, and Amazon has yet to make an official decision. This move follows a similar strategy employed by Netflix to increase revenue and expand
its customer base. The potential service is expected to offer various options, including increased advertising for Prime subscribers and a premium ad-free option.
Ben & Jerry's has announced that it will no longer purchase paid advertising on Twitter due to an increase in hate speech on the platform. The company is urging its business partners to follow suit. They
express concern not only about hate speech from users but also about the speech of Twitter's owner, Elon Musk, accusing him of promoting dangerous lies and white nationalist hate speech. Ben & Jerry's refers to Twitter as a threatening and dangerous place for various marginalized groups and states that every dollar they spend should align with their progressive values. While they plan to remain on the platform to engage with their community, they will reevaluate their presence based on
developments regarding extremist and violent content. Twitter's advertising revenue has seen a significant decline, and the company has faced challenges in meeting sales projections. Elon Musk denies the claims of increased hate speech on Twitter since his ownership, sharing a graph indicating a decrease in "hate speech impressions." Ben & Jerry's has a history of advocacy and promoting progressive values, and they list various movements they support on their website. They previously made
headlines for ceasing ice cream sales in East Jerusalem and the West Bank.
MiQ, a global programmatic media partner, has appointed Zillah Byng-Thorne and Rob Norman to its Global Statutory Board. This comes as MiQ expands its presence through strategic partnerships and acquisitions. Byng-Thorne, with her extensive experience in C-suite leadership roles, will chair Future
plc while advising MiQ on operations. Norman, an industry veteran, brings executive leadership experience to the board. The Global Statutory Board is responsible for corporate governance, compliance, budgeting, capital structure changes, and long-term strategy. MiQ has been making significant moves, including a commercial agreement with Samba TV and the acquisition of AirGrid. The partnership with Samba TV strengthens MiQ's Advanced TV solutions, while Samba TV shifts focus to data and
measurement services.
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CAN CONNECTED TV (CTV) OUTGROW ITS ISSUES AND REACH ITS FULL POTENTIAL? The rise of connected TV (CTV) as a popular viewing platform has brought significant attention to its advertising potential. However, despite the hype surrounding CTV, the industry is still grappling with several issues that hinder its growth and maturity. In this in-depth article, we will examine the key challenges faced by CTV advertising and explore the potential solutions that could reshape the marketing technology
landscape over the next few years. READ MORE NOW!
THE FUTURE OF TV ADVERTISING: CTV’S DOMINANCE AND INNOVATION The world of television advertising has undergone a significant transformation with the rise of Connected TV (CTV) and the convergence of digital and linear platforms. To explore the exciting innovations and trends in this space, industry experts Jenn Chen from Connatix, James Chanter from Finecast, and Ilana Wollin from Xandr took the stage at the recent
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HYPHAMETRICS REVOLUTIONIZES MEDIA MEASUREMENT WITH UNIE: A COMPLETE UNDERSTANDING OF
CROSS-PLATFORM CONSUMPTION In an era of fragmented media landscapes and siloed data, HyphaMetrics, an independent media measurement company, is making waves with its groundbreaking UNIe (Unified Neuromedia Identification Engine) system. UNIe utilizes artificial intelligence and machine learning to capture the complete TV omnichannel experience in real-time, providing a holistic
understanding of media consumption. Recently issued a U.S. patent for its innovative cross-platform measurement system, HyphaMetrics is transforming the way advertisers, content creators, and marketers measure and analyze media performance. READ MORE
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CTV’S CAPTAIN FANTASTIC: MIKE SEIMAN AND THE RISE OF PERFORMANCE-DRIVEN TV As the CEO and Chairman of Digital Remedy,
he's been juggling eyeballs, clicks, and ROI like a seasoned pro. From direct response ad networks to media buying nirvana, Seiman's journey has been a wild ride filled with lessons, laughter, and a healthy dose of innovation. With his sights set on conquering CTV and OTT, he's rewriting the rules and turning campaigns into dazzling performances. So, grab your popcorn and get ready for a show like no other, because with Seiman at the helm, digital advertising just got a whole lot wittier and a
whole lot more profitable. READ ENTIRE STORY
THE CZAR OF TCPA DEFENSE: ERIC TROUTMAN’S REIGN OF LITIGATION STRATEGY Eric Troutman,
commonly known as “the Czar” in certain legal circles, is one of the country’s top class action defense lawyers and a nationally recognized expert in Telephone Consumer Protection Act (TCPA) litigation and compliance. His deep experience and encyclopedic knowledge of the TCPA landscape make him an invaluable resource to institutional compliance teams struggling to comply with the shifting regulatory landscape. Eric Troutman is well known for finding creative solutions to complex legal problems
and has earned numerous first-in-the-nation results and precedent-setting cases for his clients. READ ENTIRE STORY |
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