How McDonald’s, L’Oréal and Unilever approach media transparency

Low Lai Chow

This article shows how McDonald's, L’Oreal and Unilever are approaching the vexed issue of media transparency and the challenge of the "digital promise".

Advertisers are striving towards the closed loop so they can disband the metrics that don't matter. That is the view of Silas Lewis-Meilus, Senior Director, Global Media Lead for McDonald's at the All That Matters conference in Singapore.

"It's a difficult moment for a lot of us who don't have a closed loop, and so a lot of work that's being done is driving towards that," Lewis-Meilus said, adding that brand propositions will be the primary focus for advertisers from both a media perspective and market perspective, when the moment of digital promise finally arrives.

"I think that is going...

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