Digital advertising chain so broken it needs regulation

Self-regulation in the digital advertising supply chain has failed and the only way to fix it is for somebody to step in and take control, the audience at Mumbrella360 Asia has heard.

The digital advertising landscape is too complex, argued the panel

“I think our industry is absolutely broken and there are still some players with their heads in the sand,” CtrlShift’s Dominic Powers argued. “The problem is clear from the numbers that it’s been leveraged for far too long in favour of the intermediaries, whoever they may be, at the expense of the brands and the publishers. So something has to be done.”

That something, according to Kevin Huang, Hong Kong-based CEO of Pixels, and APAC MD of Gravity4, is a simplified chain and a clear set of regulations.