Some take brand safety for granted. The industry has become complacent and focused on tech advances to the detriment of transparency. In fact, the pendulum swung so far in the direction of automation that advertisers started losing control of their brands.
The concept of trust and goodwill in relationships has been studied in depth. The best outcomes for all participants occur when the parties decide to trust each other.
After a damning investigation by a U.S. trade association, many big brands no longer believe agencies act in their best interest when buying online and TV ads on their behalf.
Fears about ad fraud have been building as the methods for perpetrating fraud become more sophisticated. At the same time, the industry remains unsure of fraud's overall cost to the digital display advertising ecosystem.
Alphabet Inc.’s Google is planning to introduce an ad-blocking feature in the mobile and desktop versions of its popular Chrome web browser, according to people familiar with the company’s plans.
Procter & Gamble chief brand officer Marc Pritchard laid into Google and Facebook’s ‘walled gardens’ and demanded transparency from the digital supply chain, heralding a new era in digital advertising.