Holding groups are increasingly using “principal-based” media trading models, but their lack of transparency goes against any progress made in client trust.
Digital commerce will change the face of the marketing industry and Omnicom has gone for a land grab in this fast-expanding sector.
If the programmatic market resembles a car boot sale, as the latest ANA study suggests, then a more robust approach by advertisers and a flight to quality of execution should enhance the market’s status.
There isn’t some conspiracy; advertisers want to sit beside the benign and predictable, not the combustible.
In an increasingly polarised media landscape, we must read widely, question everything, and don’t lose perspective on what really matters.
Online display advertising, especially when automated, has become Dr Frankenstein’s monster.
It’s déjà vu all over again — the Open Web Programmatic market is as impenetrable as ever.
At this crossroads in online advertising and media, Nick Manning examines what went wrong, where we are now and where advertisers should turn to reprioritise quality messaging, effectiveness and creativity.