The Guardian calls for new programmatic advertising regime in ACCC response
The Guardian has called for a new, transparent programmatic advertising system in its response to the ACCC’s digital platforms inquiry.
In the paper submitted to the competition regulator’s inquiry, the UK-owned newspaper group proposed a system of ‘programmatic receipting’ that would ensure buyers and sellers knew the price and mark-ups of online advertising.
Guardian Australia managing director Dan Stinton called for a transparent programmatic advertising system in response to the ACCC proposals
Ha ha this is completely unnecessary as the programmatic world is not a cesspool and no one over charges clients for anything.
Look! Squirrels over there!
Haha. It’s not a problem if you benefit from the estimated 9% of value that leaks out of the global ad chain in as fraud. Or work for an ad tech firm whose revenues have grown by xxx% in recent years. The data to make it work already exists, it’s not a big stretch. It’s just that ad vendors strip out IDs before the data reaches client or publisher. Haha.
We don’t ask for this level of transparency in any other transactions, ie. what % are going to the grower/builder, manufacturer, distributor, retailer
Advertisers and Marketers need to educate themselves on the supply chain of programmatic, if they are worried about their money not reaching the publisher, go direct, but I daresay they’ll tell you the markup at each of the points.
No we don’t ask for this level of transparency in other industries, but builders don’t typically charge for bricks and then build houses out of straw, and retailers don’t typically sell Target t-shirts and pass them off Gucci. This needs cleaning up.
@But it’s not the same
Given everything happening in the construction industry lately your “charge for bricks and then build houses out of straw” comment might not actually be too far off the mark…