PubAcademy Sweden: Making Digital Transparent

Last year we saw the whole industry struggling with the issue of transparency and 2018 will be the year the industry takes action. Advertisers are demanding more transparency in their media buys, insisting on tighter contracts with partners, improving their programmatic expertise and reducing their use of ad tech vendors. A study from the World Federation of Advertisers (WFA) found that nearly 90% of advertisers are reviewing their programmatic advertising contracts as they look for more transparency. Many big players in our industry have started recognising this – from the U.S. government confronting Twitter and Facebook about fake news, to Proctor & Gamble’s challenge to the entire digital ecosystem, to GroupM’s hard line on viewability, to the Guardian’s lawsuit against a major programmatic player. The message is clear; things need to change, and they need to change fast.

We’re now witnessing the start of a move towards a stable, mature industry. But is this enough? And what more can marketers and publishers be doing to make the industry transparent and safe for every participant in the supply chain? Join us at our next PubAcademy where we will be hearing from industry experts on what more we can be doing to put transparency into practice.