{"id":6160,"date":"2024-01-17T01:57:40","date_gmt":"2024-01-17T06:57:40","guid":{"rendered":"https:\/\/advertisingweek.com\/aw360\/2024\/01\/17\/redefining-transparency-in-the-ad-industry\/"},"modified":"2024-01-23T14:49:31","modified_gmt":"2024-01-23T19:49:31","slug":"redefining-transparency-in-the-ad-industry","status":"publish","type":"post","link":"https:\/\/advertisingweek.com\/aw360\/news\/redefining-transparency-in-the-ad-industry\/6160\/","title":{"rendered":"Redefining Transparency in the Ad Industry"},"content":{"rendered":"\n<p class=\"wp-block-paragraph\"><em>By Jacek Chrusciany, CEO and Co-Founder of <a href=\"https:\/\/adfidence.com\">Adfidence<\/a><\/em><\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\">The term \u201ctransparency\u201d gets tossed around a lot in our industry. Perhaps it is no surprise when ANA ranks it as #3 in its annual \u201cword of the year\u201d study \u2013 as it did last month.<\/p>\n\n\n\n\n\n\n\n<p class=\"wp-block-paragraph\">However, as MediaPost\u2019s Joe Mandese also recently noted, how the ad industry interprets transparency is not quite as straightforward as it is in other industries, especially regulated ones.<\/p>\n\n\n\n\n\n\n\n<p class=\"wp-block-paragraph\">Instead, the ad industry standard is to limit visibility to certain specific stakeholders, such as advertisers and agencies \u2013 mainly for competitive advantage within that group.<\/p>\n\n\n\n\n\n\n\n<p class=\"wp-block-paragraph\">And who pays the price for this arrangement? Brands, mainly. They are the ones who continue to tolerate this \u201cfraction of every programmatic dollar\u201d reaching its intended destination. They accept the final metrics as the indicators of success, without ever knowing the true impact of their work.<\/p>\n\n\n\n\n\n\n\n<p class=\"wp-block-paragraph\">What if we as an industry committed instead to delivering comprehensive brand insights with every ad placement \u2013 before those campaigns even begin? Not just understanding where ads appear, but how they appear and how they will align with brand values and impact the audience. (And not just when they create a brand crisis, like Bud Light or Pepsi &#8211; most recently.)<\/p>\n\n\n\n\n\n\n\n<p class=\"wp-block-paragraph\">To accomplish this, we need strong company-level stewardship and a transparency akin to Wall Street\u2019s \u2013 but beyond. One that zooms out even further than simple financials. It&#8217;s the only way we can address the issues of inefficiencies, mark-ups, and bad inventory that plague our current system.<\/p>\n\n\n\n\n\n\n\n<p class=\"wp-block-paragraph\">And this isn&#8217;t about adding another reporting function for entry-level media buyers to own and monitor. To shift this paradigm, the awareness needs to shift at the industry leader level \u2013\u00a0 the global heads of media, and even CMOs. From here, we must build a digital advertising environment rooted in ethical practices and genuine transparency.<\/p>\n\n\n\n\n\n\n\n<p class=\"wp-block-paragraph\">For many that seems scary, to shake up the status quo like this. What will happen to all of those non-executive media buying roles if \u201cBig Brother\u201d is looking over their shoulders with this level of scrutiny?<\/p>\n\n\n\n\n\n\n\n<p class=\"wp-block-paragraph\">The position levels up \u2013 that&#8217;s what happens.<\/p>\n\n\n\n\n\n\n\n<p class=\"wp-block-paragraph\">Rather than being judged, for example, by the millions of unvalidated views and clicks after a campaign wraps, these junior roles can be measured by the quality of the value they bring to aligning a campaign to a brand\u2019s stated mission and purpose. How much more interesting and satisfying of a role would that be?<\/p>\n\n\n\n\n\n\n\n<p class=\"wp-block-paragraph\">Because this also isn&#8217;t just about ensuring financial efficiency; it&#8217;s about considering the broader impact of our practices. As digital advertising evolves, so must our commitment to contributing positively to the world we live in.<\/p>\n\n\n\n\n\n\n\n<p class=\"wp-block-paragraph\">So the question is no longer <em>if <\/em>we need comprehensive transparency but <em>how<\/em> we can achieve it. It starts with this very conversation:\u00a0 questioning and challenging the status quo.<\/p>\n\n\n\n\n\n\n\n<p class=\"wp-block-paragraph\">We also need to shift the focus from a forensic analysis of the final outcome to the governance of the campaign from the outset. It is the only way to evolve from reactive monitoring to proactive, informed decision-making. If a buyer cannot look ahead to his or her campaign with confidence in its transparency, how can they design this campaign strategically?<\/p>\n\n\n\n\n\n\n\n<p class=\"wp-block-paragraph\">Digital advertising is complex, for sure. But that doesn\u2019t mean we need to completely give up on control and understanding. The tools to create a more transparent, ethical, and trustworthy industry are here \u2013 and they are actionable and easy to use.\u00a0 So let\u2019s create a new vision for our work, where it can be not just effective, but also conscientious and responsible.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>The tools to create a more transparent, ethical, and trustworthy industry are here \u2013 and they are actionable and easy to use.<\/p>\n","protected":false},"author":7,"featured_media":6161,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"content-type":"","editor_notices":[],"footnotes":""},"categories":[1],"tags":[5],"topics":[2],"class_list":["post-6160","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-news","tag-data","topics-editorial"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v28.0 (Yoast SEO v28.0) - 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