In periods of turmoil, it can be hard for marketers to find their feet – and to call these times ‘divisive’ would be an understatement. The ad tech industry has weathered gender and diversity concerns, Facebook’s measurement scandal and, more recently, P&G’s call to clean up the media supply chain, but the political landscape is something all industries will be influenced by – both positively and negatively.
The brand safety conversation has now evolved. The advertising industry started off angry and finger pointing, but as we learn more about the challenges we face, talk has turned to how we all can help to solve the problem.
Our CMO, Maria Pousa, talks about brand safety, the news cycle, and what advertisers can do to protect themselves with The Drum at Cannes.
Thalamus interviewed Nick Morley, our Managing Director, EMEA for a Q&A on trust, transparency, and the battleground for ad quality & verification.
2016 was an exciting year for digital measurement. Social networks and walled gardens opened up for third-party verification, and huge strides were made in bringing transparency to mobile in-app inventory. Digital advertisers are now well poised to measure the media quality of their campaigns no matter where they are buying, down to the impression level. But as we continue to improve our coverage of the open web and collect all this valuable data, marketers are already looking ahead. Yes, a viewable, fraud-free, and brand safe campaign should be the baseline of any marketing strategy, but what do we focus on next?