Kint: La confianza es la seguridad mientras haces negocios
Jason Kint, CEO at Digital Content Next, was moderator during a panel that took place at Advertising Week about how trust has impacted the relationship between advertisers, publishers and the consumers. “Transparency is a tactic that helps build trust. But trust is the reliability and the confidence while doing business” he said. “When it comes to fraud, publishers are probably the only party that don’t directly or indirectly benefit from it. It’s important to talk about it. You need to take action and put your money where your mouth is” said Jess Barrett, global head of programmatic at the Financial Times, about what her company has done to raise the bar on trust. Regarding whether brands have become less important to media buyers, Sarah Warner, GroupM Managing Partner said that brands are important, but so are the publishers. “We are trying to educate the clients on the landscape and what the best practices should be. Our brands need to be in the right place at the right time and with the right audience” she said. For David Kohl, President and CEO at TrustX, ultimately, it’s all about the consumer. “You’re in the business of putting content in front of consumers, and we need to stop being in the business of monetizing the consumer. It is our job to offer an experience that works for our consumers. Only then can we build that trust.”
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