‘Murky’ digital ad chain holding industry back, warns Unilever CMO Keith Weed
Publishers are not doing enough to stamp out ad fraud while the likes of Google and Facebook are failing to help brands accurately measure performance across different platforms, one of the world’s most influential marketers has warned.
Weed, pictured right giving his report card, urged publishers to engage on ad fraud
In a keynote presentation to the Advertising Week conference in New York, Keith Weed, chief marketing and communications officer of Unilever, offered a score card on how the marketing industry is faring in issues around transparency.
His assessment of the need for publishers to engage more on ad fraud was later endorsed on stage by WPP boss Sir Martin Sorrell.
CMO from Murky corporation says that other corporations are being ‘murky’.
“There’s already 600m people ad blocking … if this isn’t a wake up call to the industry, I don’t know what is.”
Only 600m?
How about Keith and Martin come out and say “Here are the top 10 (or 20) sites in each of our key marketplaces who have the best viewability, lowest ad fraud, low clutter and are brand safe… we will only spend with these sites as of today. If you want to join the list, here are the standards”
Simple…. Good behaviour is rewarded, bad behaviour is punished.
Watch how quickly publishers change when the taps are turned off.
Not me mate. I think you mean Sir Martin Sorrell
I don’t think it’s realistic to ask walled gardens to stop being walled on the basis that it’s better for the industry. They need a P&L incentive.
Interesting score for Cross Platform Measurement.
At the moment, each medium has developed their own system of audience measurement in a tripartite manner (owner, agency, client).
The gross majority of the research bill is picked up by the media owners, with the next slab by the media agency and SFA by clients.
So given the urgency espoused I wonder how much money the client advertisers as a group are willing to put on the table to make it happen.
To date the amount is as per below …
Thank you.