The ultimate guide to transparency in display advertising

The topic of transparency in screen advertising is a subject that’s been notable. Not restricted to the realms of screen, it’s dominated the headlines nearly always since 2017.

However, what does transparency in screen advertising mean? Where does this come from? How do you mend it? And how can be saved money by greater transparency ultimately?

In this article you will learn:

What’s transparency?
Why is transparency in screen advertising significant?
Is transparency over information so important to get ?
Transparency in media buying and programmatic advertising now How has a need for transparency changed the way brands and agencies work (in-house marketing)?
Essential strategies to maintain in screen advertising

1. What’s transparency in screen advertising?

So what does transparency in screen advertising interpret? Rather simply, transparency along your marketing efforts means getting supervision over precisely where and how your campaigns are all served. Plus, just how much real yield on investment (ROI) you’re getting for your advertising spend.

This sounds like a fairly simple requirement? In theory, yes. But, issues surrounding advertising fraud, murky bureau associations, and absence of verifiable information has meant that transparency has climbed to the very top of marketer’s agenda in the past several decades.

In fact, as shown by a recent poll from the ANA (Association of National Advertisers), one-third of entrepreneurs cite transparency as a important concern about them from 2020.

2. Why is transparency in screen advertising significant?

You may be asking yourself why transparency in screen advertising is so essential. After all, display advertising has been a key medium for electronic marketers with small argument over transparency until recently…

Really, over the last decade manufacturer marketers have enabled agencies to work nearly autonomously when it comes to buying and applying media spend. Nevertheless this is changed in 2017 if P&G’s Marketing Chief, Marc Pritchard challenged the status quo. According to him, the programmatic press supply chain was “murky at best, and fraudulent at worst. ”

Marc Pritchard’therefore speech turned into a call to arms for the business. Soon, an increasing number of inefficiencies, mark-ups, and extortionate rebates were unearthed within the programmatic media arena.

Put simply, entrepreneurs were overcharged for unsuccessful digital advertising. And 2017 became the first turning point.

Transparency within brand-agency relationships, programmatic buying, and performance measurement will be the resources with which digital advertising can be achieved by marketers .

3. Is transparency over information so important to get ?

Everything can be covered by transparency over data within the supply chain of electronic advertising. Whether this includes the advice which you use to target consumers or the information with which your analysts use to calculate ROI — having clear and precise data underpins every touchpoint of your promotion efforts.

Of course, many marketers still decide to trust the information they’re given advertising servers, and by publishers, agencies . And now there ’s not anything wrong with this.

The marketers who decide to take a look and analyze the information in which they base their calculations soon discover that it could do a great deal to boost ROI in the long-run.

1 such example is Gene Foca, Chief Marketing Officer at GettyImages, who found that moving advertising in house has meant much greater returns, ‘We’re seeing strong ROI because we’t lower, systematically improved most places, we’re holding people accountable, we’re measuring functionality and we’re working collaboratively and inclusively. ’

Making the option to hold parties and the information accountable won’t be an effortless job. However — after done so — will improve your advertising ROI much longer .

4. Transparency in media buying and advertising now that is programmatic

According to the newest Bannerflow State of In-housing report, transparency in advertising remains a concern. Actually, 56 percent of manufacturers cite transparency as a problem (albeit down from 87 percent in 2019). Download the report now.

In the few decades that are last, transparency has turned into a core issue and therefore, fluctuations in the business are constantly evolving. In which the previously murky brand-agency relationships intended brand marketers had small supervision on how their money has been spent during 2015, transparency over pricing remained a problem for brands.

The focus lies on information, These days. Questions have emerged regarding just how reliable and accurate is the information in which performance and targeting metrics are based on.

For instance, now, if you were to watch a movie on Tesla’s & “Amazing ” trucks… Congratulations! You are a Tesla enthusiast in the view of Youtube. Or stumble upon a post on Japanese luxury chalets, Remarkable! You are a high net-worth individual.

Really, The Drum reports that on several occasions, Facebook and Google have been found to become providing incorrect metrics to marketers — and consequently — most are turning more towards first-party information and third party sellers to verify their information.

As we proceed farther into 2020, these walled gardens encircling social websites and advertisers will continue to create way for a more open strategy — allowing greater gain from third party measurement providers.

5. Has a need for transparency changed the way brands and agencies work?

2017 sent shockwaves through the full business, now shockwaves which continue to be felt. And one area of change is the ways in which agencies and brands coexist.

Brands are ongoing to choose in-house advertising for a means to take control on the transparency of both advertising spend and information. Indeed, in Bannerflow’s most recent State of In-housing Report, 39% of manufacturers cited transparency because the best benefit of moving advertising operations in house.

Actually, Vodafone and Walmart are a few of the more notable brands in late times to deliver their marketing efforts in house in a bid to reduce agency kickbacks and boost transparency.

Some changes have been as straightforward as scrutiny of retainers and agency-client contracts, a few have been independent attribution tools to measure media bureau performance, and a few have been a withdrawal of relationships with outside agencies.

Nonetheless, these moves do not spell the end of agencies, nor does this suggest an end to brands relying on these agencies. It demonstrates that brands that are effective are becoming more accountable for precisely where and exactly what their money is currently going on.

6. Key strategies to maintain in screen advertising

How do youas a new marketer, ensure that you have transparency within your screen advertising?

There are a number of requirements you should ask of anyone you’re operating with this need to ensure at a basic level. They comprise:

Ad fraud management.
Effective Brand Safety (learn more here).
Transparency over advertising inventory.
Spending DSPs — the very DSPs will offer a full view of spend around every station with a spent analysis . Employ trusted third parties to audit your network spend.
A transparent bureau contract which provides a foundation fee paired using a pay-per-performance bonus based on obviously outlined metrics.
Explore contextual targeting for a means of making sure that you ’re achieving the correct audience.

Display advertising best practice takes time and money. Yet ultimately, this is time and money that will be wasted working with partners, with ineffective methods, and unreliable information.

In the words of P&G’s Marc Pritchard, there are “…too many gamers grading their own assignments, too many hidden bits, and too many holes to permit offenders to rip us off” to permit for transparency to fall through the cracks.

On averting advertisement fraud, A quick note!

Ad fraud relates to a scam in which advertisers are duped into paying for clicks false traffic , bad ad positioning, or leads. Ad fraud is a matter which exists beyond just the transparency between relationships.

It’s when marketers that are serious about advertising, something all should be aware of, and something which is pervasive across advertising and try to fight.

In order to tackle advertisement fraud there are some key strategies to use:

Use curated and reliable private marketplaces i.e. Private marketplaces (PSPs)
Choose publishers and DSPs that comply with IAB Ads.txt.
Use segmentation in addition to reporting that is post-bid with companies like MOAT, IAS, and DoubleVerify.
Assess the latest up-to-date info about preventing advertising fraud at the International Advertising Bureau (IAB).

Conclusion

Transparency is a subject that spans across many regions of advertising. Nor is it something which solved just or could be pinned down easily. There is progress in the business.

With brands moving more of the advertising and advertising efforts in-house in years — transparency is becoming a crucial benefit. Additionally, agencies and third-parties are increasingly becoming more open and accountable. The business is moving in the perfect direction.

Download the State of In-housing Report 2020 to learn more about how moving in-house helped leading manufacturers with transparency. Or, if you would love to find out more about about how the Bannerflow creative direction system can aid transparency, subsequently get in touch!

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