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As the media industry grows with automation, it becomes harder to see your actual value. Consider our partners at TrinityP3 the clear example for media transparency.
No phrase strikes more fear in the heart of any CMO reporting to their CEO than the term “Media transparency”, and specifically, what are they doing about it. The concept of navigating transparency conflict between advertisers and their agencies is hardly new, yet with the automation of programmatic media buying and reports around ad-fraud, let alone bot audiences, it is a complicated new world to navigate for even the most digitally savvy CMO.
In the past fortnight, we have seen the result of HyphBot generating 1.5 billion requests per day generating fake traffic across websites including Newscorp and Fairfax mastheads – as well as Yahoo, Disney and other premium publishers. The concept of domain spoofing is not new, but is still for many CMOs unknown territory, as is the concept of adopting the IAB’s ad.txt code crawler. Such solutions, if adopted at all, only scratch the surface of complex decisions CMOs will need to make in 2018 when considering how they engage an agency and how they respond to ethical conundrums between client and agencies.
Many CMOs require an independent partner who can help them not only understand fully the success metrics that an agency must deliver on, but also how to buy into the media supply chain successfully. While there has been much discussion around the importance of media transparency, led by Marc Pritchard at P&G, the reality is many advertisers must understand how to put a spotlight on reliable and valid media performance.
TrinityP3’s founder and CEO Darren Woolley has not only been the strategist and negotiator for some of Australia’s most recognisable brands, but he is also the person that the industry’s most notable characters unpack complex issues with. He explains the need for advertisers to have an emphasis on transparency and media performance through the following analogy:
“The best way of explaining this is the fact that about 25 years ago I had a 1968 British Racing Green MGB. I spent a lot of time working on that car, as it needed constant maintenance to keep it on the road. When I lifted the bonnet or hood I could see the engine and identify all of the parts – the distributor, spark plug leads, twin SU carburettors, oil filter, starter motor, radiator etc. I knew how each part worked and how to adjust, tune and replace as needed. The motor and its workings were completely transparent to me.
Today I lift the hood or bonnet of my Volkswagen Tiguan and all I see is lots of plastic and various places to fill the oil, washer water, brake fluid, coolant etc. But while the engine and its operation is largely hidden and non-transparent today, I have an on-board computer that tells me the speed, fuel economy, range of fuel – it even diagnoses issues and warns me when the tyres need the pressure checked and when to take it for servicing. And when I take it for servicing they connect another computer to the on-board computer and get a complete download of what is required.
The fact is the on-board computer in the VW means I do not need complete transparency because I get real time metrics on performance so therefore I do not need to tinker with the engine, I just need to drive and see how it is performing minute by minute and take action as required. Now imagine if your media advertising was like that? The first step is ensuring you are measuring the right media metrics against the right strategy. That is what we do at TrinityP3 with our Media Transparency, Value and Performance Assessment.”
Earlier in 2017, Bloomberg’s Leonid Bershidsky stated that only Advertisers can fix the digital ad industry, with greater demand on an increase in transparency or risk total annihilation. With the core of the problem seemingly unsolvable by even giants such as Google or Facebook, the result is a further onus on advertisers to level the playing field with specific demands and growing knowledge form a completely independent perspective.
Working with our clients to achieve the transparency into media value and performance advertisers need is one of their most popular services, the TrinityP3 Media Transparency, Value and Performance Assessment – you can read about it here.
TrinityP3 invites you to take up the offer of a free consultative session to promote greater understanding of how their five components can produce solutions for any number of your marketing challenges.