What if we could rebuild adland from scratch?
What would our industry look like if we could start from scratch tomorrow? Unruly’s Ricky Chanana reveals how he would make the industry more transparent and trustworthy, if given the chance.
What if we could start afresh? What would our industry look like if we could start from scratch tomorrow? What technologies, processes and standards would we put in place from the getgo to ensure the industry remained transparent and trustworthy – while being as efficient and effective as possible?
At our recent U7 summit in London, industry experts and leading brands spent the day discussing issues like complicated supply chains, self-policing, a lack of global guidelines on transparency, and what we can do to course correct. And they’re not alone – lots of companies in the advertising space are working hard to clean up the ad landscape by bringing transparency and trust back to the industry. Initiatives like the U7, and trade bodies like the IAB and TAG, are starting to transform the dialogue.
A global standard
Firstly, we’d need an independent organisation to create a global standard or a set of protocols that companies who participate in the exchange would need to adhere to.
If Mumbrella actually had some worthwhile articles from Industry people….
What about world peace?
Disease eradication.
Abundant water and a clean environment.
Gender equality.
Feel free to help us rectify the issue if you believe you can do better. You can send your worthwhile articles to vivienne@mumbrella.com.au.
Solid article Ricky. I share your view on collaboration and the belief that a high tide keeps all the boats ashore; particularly in Publishing.
Oh dear, talk about living in a bubble.
You want the IDs generated by other companies for your selfish gain? And you believe this will make the industry better. Why? Is it because you believe consumers will want their IDs known to companies like Unruly for that great lie that consumers want better and more targeting or better ad experiences from more advertisers outside the walled gardens?
From the many challenges in the industry this is not a worthwhile cause.
BTW, BA’s preferred partners are Avis and Budget. I’m fairly certain their symbiotic relationship extends further than a logo on each other’s sites.
Imagine adland without being weighed down by data cowboys (or should that be cow-people now?).
The industry was born out of creative risk, gut feel and putting everything on the line to have great work created.
Now it’s just dictated by a huge boring spreadsheets.
“Data Cowboys”…. let me guess Stuart, you work for a print publisher and refer to digital as “digi”.
Jog on old man!
Ha ha ha, I’m dying. Too good.
That is some lovely copy.
Our biggest industry challenges lies in this style of thinking
Did you miss the last decade? We discovered fake news and realised we’ve let cowboys steal our data and eat the media industry. Zuck off mate
A more level playing field? What is this? Communist Russia? In other words, you let me access your IP for free so I can compete against you more effectively…this is laughable.
This article is mind-boggling bad.
Beggars belief that something like this could get published. Reads like a high school paper on a topic that was googled 5 minutes prior to writing.
@lol
It seems you feel some (or all) of the points are simplistic and that’s fine, you’re allowed your view. Whilst I “agree” some points may appear obvious to those in the industry, it’s VERY easy to be a retrospective genius in secrecy. I personally strongly agree with the idea of an independent data regulator, could’ve avoided a lot of issues.
Ricky has put his name to these thoughts. If you want to take “pot shots” at least be brave enough like him to 1) offer your own thoughts and 2) name yourself.
How did this get published? Terrible writing skills.