The state of transparency in 2018: We’re in for a bumpy ride
IAB CEO Vijay Solanki considers what 2018 has in store for brand safety, transparency and programmatic advertising. Where do we go from here?
There is no disputing the fact that transparency and brands safety were the two issues that cast a shadow over digital in 2017. As tough as that may have made it for those of us in the industry, the scrutiny has ultimately been beneficial.
First off, it has shone a light on what wasn’t known and understood by marketers. It is clear that a lot of the fear and uncertainty was driven by a lack of knowledge and the awareness that ‘you don’t know what you don’t know’. This has led to the development of much better rules of engagement, improved communication and education levels.
Secondly, it has provided a clear marker for everyone in the digital eco-system to work together to allay any residual fears and to build trust while weeding out the (very few) bad actors that remain.
