Advertisers want a shake-up of the digital ecosystem | WARC | The Feed
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Advertisers want a shake-up of the digital ecosystem
For brand owners, supply chain issues aren’t limited to sourcing raw materials and delivery logistics: three quarters of media, marketing, and procurement professionals are also concerned with the transparency of the digital ecosystem, according to new research.
Not a single respondent to a survey for the ID Comms Global Transparency Report 2021 said they were entirely confident with their existing set-up.
Why it matters
Digital concerns have now replaced more traditional worries around media trading/buying, although these still remain: in the previous wave of research in 2018, 73% expressed concern about rebates and AVBs – the top issue of concern then – but this dropped to 59% in 2021.
This reflects a combination of issues with the digital ecosystem including inaccurate data, hidden fees and undisclosed trading deals – all of which are reducing the effectiveness and efficiency of money spent on digital advertising.
What are the obstacles to transparency?
- Lack of visibility into agency trading practices and/or media owner trading agreements (63% of respondents).
- Lack of data from walled gardens (49%).
- Lack of access to platforms, data visibility and granular reporting (35%).
What do advertisers want?
- A top three priority for 93% of advertisers in 2022 is to implement a stronger media governance process and improved access rights.
- The second most popular priority (86%) is to establish clear media buying and reporting principles for agency partners.
- More than half of respondents (59%) agree/strongly agree that transparency would improve significantly if media activities were regulated by an external body.
“It is no wonder that advertiser sentiment is a mixture of confusion, frustration and concern” – Paul Stringer, consultant at ID Comms.
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