Gordon recomienda a los anunciantes mantenerse atentos, confiando pero verificando
The recent study released by ANA, ACA (Association of Canadian Advertisers), AD/FIN Solutions, and Ebiquity PLC: The Programmatic: Seeing Through the Financial Fog, includes an Advertiser Playbook with an eleven-step plan to aid marketers enhanced programmatic accountability. Some of these key action steps include: clarifying the advertiser-agency-third party relationships and ensure disclosures of all conflicts of interest; and, making an informed programmatic disclosure and accountability decision, because whether to engage and purchase programmatic media on a disclosed or non-disclosed basis is a critical decision for every advertiser. Another step is implementing a transparent programmatic planning and buying model that’s right for each organization. To do this, advertisers have choices that include: in-house programmatic buying, disclosed agreement with advertiser control of the tech stack, disclosed agreement with agency control of the tech stack, and non-disclosed. The study also recommended to put disclosure to work and instill verification, financial reporting, and audit protocols by taking control of programmatic transaction data at the core of every impression purchased on the advertiser’s behalf. And finally, stay vigilant. “Given the changing landscape of digital media and the potential for new service providers, DSPs, tech providers, and data providers to be added (or dropped) from your media stack, marketers should conduct a data and disclosure review on a recurring basis.”
