Transparency in a World of Walled Gardens by Damien Venuto for Acquire Online

Transparency in a World of Walled Gardens

It’s only fitting in an election year, that a word usually reserved for political debate has become the key talking point in advertising. So how far, exactly are we from ensuring ‘TRANSPARENCY’ in digital media?

Until recently the word ‘transparency’ was used primarily in reference to cellophane and politics. But over the last few years, we’ve increasingly seen it slip into the conversations pervading digital media to become one of the biggest talking points in the industry. Dodgy metrics, questionable standards, rampant fraud and inflated margins have all contributed to marketers asking tougher questions of their digital partners and demanding that they know where their money is being spent.

Earlier this year, Procter & Gamble chief brand officer Marc Pritchard didn’t mince words in calling for greater transparency across the industry. When Pritchard talks, the rest of the industry listens—and this was something he was acutely aware of when he made what amounted to a rallying call for action.

"The days of giving digital a pass are over," he said in January. "It's time to grow up. It's time for action."

Fill in the form with your details to continue reading the Acquire Online Transparency and Walled Gardens white paper.

Written by Damien Venuto for Acquire Online

Acquire Online is NZ’s leading programmatic trading desk.

If you would like to be brought up to date with programmatic advertising and find out how it can grow your business, contact Chris Schultz.


Want to find out more about Transparency and Walled Gardens?

Fill in your details and get instant access to download the Acquire Online Transparency white paper.