As the discussions around transparency heat up worldwide. France passed a new law which comes into force January 2018. Agencies can no longer continue to buy and resell digital media to their clients and media owners will be required to send invoices and detailed information about the services they performed directly to the advertiser.
Zane Furtado believes that having a transparent model is great but disagrees that the publisher should report back to an advertiser especially in an RTB environment. Media agencies are likely to space farm Tier-1 inventory only during peak seasons so that they can cater to their advertisers' demand during that time. How they re-sell or utilise that inventory is based purely on ethics.
If advertisers are made aware of exactly how much of their investment is actually spent on media and how the rest is spread across data cost, ad-serving, brand safety, viewability, dashboards, post-analysis and client serving, we wouldn’t be having this type of conversation.
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