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Are we entering adtech's era of accountability?

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Ralph Miller
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The Drum consults various sources to gauge how relationships between adtech and publishers will likely pan out.

The ad industry's transparency trials

The Guardian's dispute with Rubicon is arguably the latest episode in an industry-wide move towards gaining increased transparency over just how ad dollars are channeled throughout the media supply chain, and who eventually pockets what?

Although the claims in said report were widely contested, the extent of the misgivings it helped spark were laid bare at this year’s IAB Leadership Summit, where Procter & Gamble's brand chief Marc Pritchard, voiced his intentions to review all of his agencies’ contracts with third-party vendors.

Add to this the pre-existing concerns around the viewability of ads served online, performance measurement issues around the industry’s ‘walled gardens’, as well as reports claiming that almost 25% of all digital ad spend is collected by fraudsters, and the need for further scrutiny is achingly apparent.

The spread of concern throughout the industry

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Ralph Miller
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