Martin Kelly, Chief Executive Officer at Infectious Media, features in The Drum, giving an insight into further awareness of transparency within programmatic advertising.
ISBA has claimed that despite the marked increase in media spend using such technologies, its members are increasingly concerned that their media agencies are not doing enough to promote transparency as regards their media management practices, and is now acting to bolster levels of education.
ISBA's partnership with Infectious Media
The trade body has paired with independent media agency Infectious Media to draft and distribute the documents, with the three-part guide issuing instructions on how to plan and create programmatic campaigns, as well as how best to evaluate the ROI such technologies can achieve.
“In the past year we have seen opposing trends: major advertisers have come out in favour of programmatic and have vowed to buy as many channels programmatically as they can; but this has been against a backdrop of concern about the risks and waste in the programmatic industry,” reads the document. It also goes on to cite eMarketer research on barriers to spending more on programmatic.
Lack of transparency
“Members are also worried about their media agencies’ lack of transparency, agency trading desks acting as both agent and vendor and the whole issue of rebates. This problem is exacerbated by incomplete disclosure on the part of media agencies regarding their media management practices. If they made more effort to demystify their processes it might make advertisers less inclined to mistrust,” Mark Finney, director of media & advertising at ISBA.
To address such matter, the guide offers marketers practical advice on scrutinising the operating structure of their media agency network, and how to adjust accordingly to the market realities posed by the emergence of adtech
"Something we hear a lot from our clients is their frustration with the opaque structures of the traditional global media agencies and the lack of awareness over what programmatic advertising can and should be delivering.” Martin Kelly, CEO at Infectious Media.
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