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Channel: transparency – Marketing Math
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Agency Trading Desks and the Issue of Transparency

With the rise in digital advertising budgets and the dramatic expansion in the level of inventory available from publishers, advertising agency holding companies have developed a viable alternative to...

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Do Perspectives Drive Outcomes?

By way of background, I have spent my entire career as a marketing professional.  Of note, I have both advertising agency and client-side experience in addition to having worked in the field of...

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Performance Integrity

In the world of athletics, independent performance assessments are the rule.  In baseball, umps call balls and strikes, in tennis linesmen determine whether a ball is in or out, in football referees...

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Agency Charging Practices Questioned

Earlier this week Digiday, a media company serving digital media, marketing and advertising professionals ran an interesting article regarding agency compensation and the “tricks” played by agencies to...

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For Advertisers Concerned About Transparency, There is an Immediate Solution

Let’s face it the advertising industry is a complex, fast-moving and ever evolving marketing eco-system which at times can mystify even its most experienced participants.  The expansion in both the...

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Is the 4A’s Action on “Transparency” a “Tipping Point” for Client/ Agency...

Much has been written about the content of the American Association of Advertising Agencies (4A’s) recently released “Transparency Guidelines,” less about the potential impact of the 4A’s decision to...

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Seeing Their Way to Digital Media Growth

Digital advertising spend will surpass television in 2017. This according to eMarketer, which is forecasting that digital ad expenditures will grow to $77.3 billion, while spending for television will...

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Is the Ad Industry on the Verge of a Revolution?

“It was the best of times, it was the worst of times…” Charles Dickens evocative opening to his book; “A Tale of Two Cities” described the period leading up to the French revolution. It may also be an...

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Decision Time for Advertisers in Wake of ANA Study on Media Rebates

U.S. advertisers have long suspected their presence and agencies have steadfastly denied accepting rebates in the U.S. market. Depending on which side of the ledger one fell on, the ANA/ K2 study on...

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Advertiser Audit Rights: Define & Exercise Them

There is a new trend developing within the marketing agency community when it comes to negotiating client contract language – and that is a fairly aggressive attempt to limit the advertiser (client)...

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Compliance Auditing: The Path to Building Client Trust

“Trust is the one thing that changes everything” ~ Stephen Covey In the context of client / agency relationships, transparency simply means removing any element of doubt. Whether in the context of an...

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It’s Only Money…

There was one particularly startling revelation that came from the ANA’s recent Agency Financial Management conference in San Diego. During the presentation of this year’s “Agency Compensation Trends”...

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Try This Quick Programmatic Digital “Transparency” Test

If you’re like most marketers, your organization is spending considerably more of its media budget on programmatic digital media today than it did last year and certainly more than it did five years...

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Advertisers Beware: Agency Margin Optimization Efforts

It was with great interest that I read an article on Digiday dealing with “key issues” facing ad agencies and, ostensibly, the “agency model” ranging from transparency to in-housing. Masked behind the...

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Try This Quick Programmatic Digital “Transparency” Test

If you’re like most marketers, your organization is spending considerably more of its media budget on programmatic digital media today than it did last year and certainly more than it did five years...

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Never a Wrong Time to Do the Right Thing

Doing right by others is certainly a core value and one that many of us subscribe to. For me personally, as a former ad agency account director, I have always been fond of the quote by Victor Hugo, the...

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