Why Advertisers Demanding Higher-Quality Data and Transparency will Transform Media Buying

Indeed, programmatic algorithms are improving all the time and are much quicker than humans at refining ad performance – if set-up correctly. Now that we’ve established what media buying entails, let’s identify the role of a media buyer. Media buying is the process of purchasing ad space and time on both offline and online channels. This can range from websites and video-hosting platforms through to television adverts and radio slots. AI and machine learning force human assumptions to be completely transparent in the mathematics, reducing the potential for unintentional human bias that still occurs in scientific research today. Incorporating these new technologies presents the opportunity to change decision-making and business outcomes for the better.

In testimony before the bankruptcy court in Houston, Murray defended the auction process he used. He said his only goal was to maximize the payout going to the unsecured creditors of Jones’ company. Lopez said a different process could have earned more money for creditors including the Sandy Hook families. The ruling dashed, at least for now, Global Tetrahedron’s plans to take over Infowars and radically shift its content from anti-government conspiracy theories to satirical humor.

That’s why we’re expanding Confirming Gross Revenue to more publishers and buyers, as well as working with others in the industry to help the ecosystem verify that hidden fees haven’t been taken. The most common way brands purchase third-party audience data is via media buying platforms, which removes the ad buyer from the data selection process. This approach also involves a hidden ad tech tax collected by exchanges and DSPs, adding to market inefficiencies. The new year will be a critical time if transparency and accountability are to take the spotlight in online advertising and media buying practices. Goliath tech companies are already under increasing threats from forensic adtech startups intent on exposing dark arts and dominance.

• However, even then, some of the terms of the agreement which would give the advertiser the right to review their own data, to receive reports and data directly from ad tech vendors, etc. never make it into the agreements.
• In October, the video game platform and store Steam added a disclosure to its checkout process, letting buyers know that they weren’t actually buying the game they’d added to their cart, but rather a license to play the game.
• Advertisers are now mandated to secure explicit consent for data gathering, thereby enhancing transparency and bolstering accountability across the board.
• You should be able to read your books, watch the shows and movies you’ve bought, play your games, and listen to your music as long as you’d like, anywhere you’d like after buying them.

Defining Unbiased Media Buying

Teams that are aware of industry practices are the ones that can hold agencies accountable, provoking meaningful change. We still have a long way to go, however, as far as complete media transparency is concerned. China is perceived as the least transparent market with widespread rebates and multiple layers of intermediaries between media owners and advertisers. The situation is quite similar in Ukraine and a high share of agency revenue is derived from media owners rather than from advertisers.

Avoiding ad fraud is essential

Since questionable rebates have been a part of the equation for some time already, you may be wondering whether the impact of the status quo is going to be so significant in the absence of change. As of now, we rely on AVB benchmarks by country and by media channel to provide clients with information about market competitiveness. This aspect of the interactions between media and agencies makes them very difficult to track and assess accurately. Grey revenue is still very much the norm and unless advertisers are willing to seek meaningful change, chances are that the inertia will remain ongoing for years to come. Both have their significance, but the advertisers must have the right expectations from the scope of each audit. “It didn’t even feel like they understood what they understood, speaking of the trustee and the auctioneer,” he said.

Bankruptcy judge rejects The Onion’s bid to buy Alex Jones’ Infowars

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It also relates to having full disclosure on agency rebates, benefits and more in general on AVBs (Agency Volume Benefits or Annual Volume Bonuses). Advertisers should not only scrutinize the legal aspects but also the technicalities of media buying while drafting the contract. Given these complexities, it is advisable to conduct media finance audits – as it will ultimately check adherence to the contractual clauses. Blockchain4Media There is a desire among Advertisers to ensure a healthy level of transparency in the media process.