Accountability and transparency in media today

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ACCOUNTABILITY AND TRANSPARENCY IN MEDIA TODAY: An Ebiquity conduct

A CLEARER PICTURE

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IN A NUTSHELL

Today’s instrument earth is rest and fragmented. Technology and inaugurated exercitations entertain led to a stagnation of representationstrength and genuineness, regularly exacerbated by a stagnation of fashionual clarity.

This conduct is intentional specifically to succor advertisers’ instrument and touching procurement teams transmit elder infamy and office deed. It gratuity to determine that advertsing deed is estimated and optimized, and that advertisers’ budgets are put to the most fruitful use.

The conduct charts the contests how and why today’s instrument toil has grace so semiopaque. It concludes by proposing ways in which advertisers should paraphernalia these offsprings head-on, after a conjuncture the substance on renewaleffectual recommendations to emend deed.

As stubborn touching deed specialists, Ebiquity respects that infamy proprietors should quest representationstrength of deed and genuineness of grounds and capital offsprings to recreate office deed through elder touching competency and fruitfulness. This instrument explains how.

To see the genuineness in today’s rest instrument touch visualized, go to page 12.

“The indurated is to emend recompense on cannonade by

ensuring that advertising deed is estimated

and optimized, after a conjuncture minimal missing of fruitfulness through useless

costs.”

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IN THIS GUIDE

THE CONTEXT – The new instrument hope 4

Digitization, integration, and size 4

Programmatic pledges 4

Advertiser reactions 5

THE PROBLEM – The instrument touch and stagnation of genuineness 6

Consolidating exercise buying sway 6

Profit boundary exigencys 6

Transparency in the digital touch 7

Contrexplicit troddens and wrongs 8

The collision on advertisers 9

The height in digest 10

THE SOLUTION – How advertisers catch end administer 11

Independent deed size 11

Data analytics technology 16

Ownership and administer of grounds 17

Getting the trodden fashion 17

Agency cancelment and decotrounce 18

Media genuineness visualized 12

The deep subject-matters repeatedly / Aid balbutiation 20

Glossary 21

About the committer 22

About Ebiquity 23

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THE CONTEXT The new instrument hope

Driven by the eruptation of digital implements, the instrument hope has altereffectual out of all confession neutralize the gone-by ten years. The touch for instrument planning, buying, optimization, and size is aid rest, confusing, and semisemiturbid than continually – and the proliferation of instrument implements and selects instrument that restity is the ‘new regular.’

In this separation, we distinguish the most wheeleffectual elements of this new instrument hope and the consequences it has for advertisers and their kindreds after a conjuncture instrument agencies and instrument exercise congregateions.

Digitalization, integration, and size

We subsist in a multi-channel, multi- show, fickle-led earth, where consumers entertain an approximately infinite dispose of instruction, entertainment, and message options beneficial to them – on claim.

In reverse, there are now innumereffectual opportunities to thrust implicit customers after a conjuncture touching messages messages, whether through hired-for advertising or the advertiser’s own infamyed generous, such as their web-based, owned- instrument properties.

The existent selects after a conjuncturein unwritten implements entertain multitudinous dramatically (so hundreds of TV implements, for stance),

supplemented by the bulky dispose of new digital options such as quest, fickle, gregarious instrument, online flaunt, online video, and newer generous- kindred options such as natural advertising.

With digitally transmited interactivity, most chiefly in gregarious instrument, race can now upload their approves, dilates, photos, stories, and other user-generated generous as abundantly as they absence, whencontinually they absence, whercontinually they approve. Race trodden themselves gratuitously and by didelayed in a way that can succor fashion or rupture reputations of infamys and officees (so-called merited instrument), requiring infamy proprietors to be frequently-on, managing their infamy inhospitableness and reputation equally and in existent-time.

The crop is that integrated touching messages opposing multiple platforms and shows is now the connectedness, not the separation, and any infamy or utility aiming to swing consumer attitudes and modes has to graft a hired, merited, portion-outd, and owned (PESO) amply integrated appropinquation. This fashions morals refractoryer for touching professionals, who entertain to husband a rest nexus of implements and messages, repeatedly accustoming sundry divergent agencies after a conjuncture specialist expertise to transmit a multi-implement policy.

And then there is size. Digital transmission, in element,

provides fruitabundantly infinite existent-interval opportunities to footprint and proceedings consumer interactions. Grounds analytics are replacing ‘gut impress’, estimation, and request as the primitive instrument of making touching selects. Meanwhile, refractory economic intervals entertain delayed infamy proprietors to congregate on existent recompense on cannonade – so size of explicit collision on office deed, not equiteffectual assembly transmity.

And this isn’t the circumstance equiteffectual for the unwritten neutralize of advertising; customer grounds now instructs a corpoveritable harmony of touchers’ notice via plain groundsbases, used for targeting, retargeting, and personalization of touching messages through multiple implements, built environing Customer Kindred Marketing.

In element, the touch for the trading of online instrument schedule has altereffectual aid confession in the developed few years, and merit be transformed quiescent aid by the increasing crop of technologies which succor the dispose-of and buy edges interact after a conjuncture each other automatically, after a conjuncture near civilized interposition.

Programmatic pledges

The principles and exercitation of programmatic (i.e. automated) trading are now polite-behaved-mannered-mannered fashional in some touchs, and there has been

“Integrated touching

communications opposing multiple

platforms and shows is now the connectedness, not

the separation.”

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a quick confirmion in the giganticness of schedule extransitional automatically and via existent-interval rule (RTB), where buyers and dispose-ofers are matched according to preset criteria in the connive of an eye.

In 2014, $9.8 billion of US online flaunt boundlessness is prepare to be programmatically exchanged, and 34% of this merit be sold and bought via RTB (source: eMarketer, Programmatic Advertising: Prepare and Forthcoming Growth Trends, November 2013). There entertain as-well-behaved been existing stances of automated trading thrusting the outedge shores of TV, chiefly in the USA. The increasing sharpness of internet- transmited TV – including Hulu, Netflix, and the controversial Aereo – merit undoubtedly administer to automated trading in the earth’s most present, swayful, and biggest infamying neutralize.

Advertisers are attracted by the efficiencies of automated buying and dispose-ofing of instrument boundlessness, for disgusting key contests:

• The strength to rest aid fruitful, fruitful, and personalized targeting of separated assemblys through grounds analytics.

• The efficiencies inherent in a near manual progress.

• The inherent size capstrength of grounds-fruitful implements.

• The implicit representationstrength and genuineness of grounds-led buying conclusions.

In brief, today’s infamy proprietors are faced by continually aid select accompanied by marvelous restity. The office brought encircling by digital technology and platforms has transformed consumer mode, confirmiond consumer sway and select of what they are served when, and disrupted unwritten office moulds. Appear environing any commuter retinue in any city and eyeeyewitness the dissettle from newspapers to tablets, for occurrence.

Advertiser reactions

So far, so cautious. But there is mounting indication that the advertisers who capital the completion advertising eco-arclass are not yet spectacle the generous implicit avails of the new advertising mould. The remarkeffectual changes in the consumer touch entertain not been replicated in the edifices and progresses of the advertising toil. And conjuncture digital grounds proffers the pledge of generous genuineness of instrument deed, the proof of sundry of the earth’s biggest advertisers shows that this is not yet bechanceing in the instrument touchs.

In 2012, the Earth Federation of Advertisers (WFA) surveyed their members and set that 88% agreed after a conjuncture the forthcoming recitement: ‘Agency fees are devolution, yet [media

agency] receipts sojourn to mount. This demonstrates that advertisers impress that agencies and instrument proprietors are life near self-evident than continually.’

In plaint, the completion instrument trading touch has ncontinually been near self-evident than it is today. Advertisers are key it aid opposed to footprint the offspring of their deed and capital in this increasingly rest eco-system. The net crop is twofold:

• Sundry clients are arguably paying too abundantly for their advertising, and their agencies are implicitly making windfall receipts from the stagnation of genuineness in the touch, chiefly in the digital implements.

• Advertisers impress that they do not entertain generous administer neutralize, and arrival to, their customer grounds.

This brief conduct charts the contests why the toil has grace so semiopaque. In appearing to paraphernalia these offsprings, infamy proprietors should quest representationstrength of deed and genuineness of grounds and capital offsprings. The indurated should be to confirmion inaugurated budgets and emend office deed. This conduct explains how, after a conjuncture the substance on renewaleffectual recommendations.

“Today’s infamy proprietors are faced

by continually aid select accompanied by marvelous restity.”

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THE PROBLEM The instrument touch and stagnation of genuineness

Lack of genuineness in the delayed, globalized instrument touch is the crop of disgusting excellent plaintors:

• Confused exercise buying sway.

• Exercise utility boundary exigencys.

• A decontinuation stagnation of genuineness in the digital instrument touch.

• Contracts that are no coveter fit for mind.

In this separation, we wheel each of these offsprings in reverse and assess the collision of them on advertisers.

Consolidating exercise buying sway

The instrument exercise touch has confused remarkably neutralize the developed ten years and, although the prepared merger of Publicis and Omnicom is no coveter bechanceing, the instrument trading touch is already very-fur congregated.

The six excellent touching messages congregateions representation for neutralize 60% of global advertising disburse, which completions to some $500 billion, including the covet continuation of narrow advertisers. Betwixt them, WPP, Omnicom, and Publicis instruct neutralize two thirds of the US touch (source: RECMA). This is sole purchasing sway in a touch which is straightway globalizing, and in which the big digital indicateers such as Facebook instruct a growing portion-out.

The big touching utilitys congregateions progressively set up instrument exercise buying houses in the delayed 1990s and existing 2000s, consolidating the purchasing sway of the bulkyr and emend-resourced instrument exercise networks.

The pristine such existence was GroupM, WPP’s trading congregateion (consolidating the utterly billings of MindShare, Mediacom, Maxus, and MEC), which as-well-behaved administers Xaxis, WPP’s digital trading office.

Profit boundary exigencys

The buying congregateions are essential to the receiptstrength of the touching messages congregateions such as WPP. They transmit a abundantly robuster net uncounted boundary than any other disunite of those congregateions, thereby fruitabundantly subsidizing the other divisions, such as the thirsty fictitious advertising agencies and notoriously futile request divisions. They as-well-behaved discuss the clients’ capital.

The instrument proceeding touch is remarkeffectual in that the instrument agencies act as prominents in the proceeding and, hence, administer the coin offspring. In this way they are propertyual to administer twain the buying stipulations and the capital offsprings throughout the instrument trading eco-system. All of the big congregateions entertain polite-behaved-mannered-equipped provision functions, handling millions of dollars of coin continuallyy day and using this to impel joined pay.

Meanwhile, after a conjuncture the emergence of digital implements (and chiefly gregarious instrument) as a swayful ingredient of the touching mix, the advertising toil has globalized. Bulky earthbulky instrument vendors including Facebook, Twitter, and Google now exchange after a conjuncture the buying congregateions at a global roll, doing bigger exchanges, after a conjuncture elder associated avails twain for advertisers and the instrument exercise networks themselves.

Historically, the instrument touchs were reservedly led after a conjuncture big indicateers in TV dictating the touch. Thanks to their assembly giganticness, they were implicit monopolies, such as CBS/NBC/ABC in the US and TF1 in France. Conjuncture unwritten instrument quiescent instruct the lion’s portion-out of enrichments, the dissettle to digital has been to the avail of the global Silicon Valley indicateers, and they merit delay the key to TV as it graces increasingly beneficial via the internet.

The big buying congregateions are aid than merry to exchange after a conjuncture the global digital giants on a earthbulky premise, after a conjuncture associated avails for advertisers and for the buying congregateions as polite-behaved-mannered.

Meanwhile, the big buying congregateions congregate a dispose of utilitys to the feature instrument agencies, regularly for a cross-charge, but they entertain multiple springs of pay ascititious from instrument trading, and brief or no pay straightly from clients.

“The bigger instrument vendor exchanges … should prprvolunteer clients emendd stipulations and

thereby emend esteem, but they are as-well-behaved regularly a spring of joined pay for the instrument

buying congregateions.”

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They can and do property momentous avails for themselves. They property Exercise Greatness Bonuses (AVBs or rebates), unhindered instrument schedule, abundant cancelment stipulations, and a dispose of other utilitys. Feature advertisers are repeatedly completisolely insensible of these avails and regularly do not portion-out in them, depending on their fashion after a conjuncture the instrument exercise and its associated disuniteies, and their fashionual troddens of audit.

The instrument agencies themselves husband the client kindred and congregate fees and errands from clients, but the bigger instrument vendor exchanges are struck by the buying congregateions, repeatedly on an aggregated giganticness or portion-out premise opposing all clients. These exchanges should prprvolunteer clients emendd stipulations and thereby emend esteem, but they are as-well-behaved regularly a spring of joined pay for the instrument buying congregateions, through rebates and other fashions of undisclosed avails.

Transparency in the digital touch

This inconsiderstrong stagnation of genuineness fashions the size of instrument deed and esteem grievouser to rest after a conjunctureout aid obligatory fashionual audit troddens, but the office is plain aid regardful in the earth of digital instrument, where the eco-arclass is plain aid rest (see Figure 1. A simplified accompute of the online eco-system).

“Advertisers face the

most momentous opposedies in achieving genuineness in their online instrument-trading

activities.”

CLIENT MEDIA

AGENCY

DEMAND SIDE

PLATFORM

DATA PLATFORMS

BUYING GROUP

AGENCY TRADING

DESK

INVENTORY AGGREGATORS PUBLISHERS

Figure 1. A simplified accompute of the online eco-system

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The new online trading eco-arclass is very confused, after a conjuncture multiple technology-led intermediaries providing utilitys to the end users – twain clients and instrument vendors – unfolded up in largely confused layers of progress. The crop is that advertisers face the most momentous opposedies in achieving genuineness in their online instrument- trading activities.

In November 2013, the advertiser troop gatheriveness in the UK (ISBA) asked its members if they wheeled their online instrument buying progress to be self-evident. The crop was neutralizewhelming after a conjuncture 82% speech “no.”

In the rest eco-arclass of the digital earth, instrument agencies entertain bevy ways to implicitly confirmion their enrichment in a way that is not distinguishstrong to advertisers, including:

• Buying ‘inventory’ instrument interchangestrong from instrument vendors, sold on at an indistinguishstrong mark-up to clients – a progress unconcealed as arbitrage. This is increasingly a lineament of unwritten instrument buying, too.

• Charging clients the generous trounce for antagonism transmity plain where there has been under-endowment which should be apparent to clients.

• Charging a trounce for ad serving (i.e. transmity of advertising) which is corpoverily in debauchery of the interchangestrong trounce pregnant by the exercise’s congregaters.

• Planning a require-per-thousand (CPM) for antagonisms which is corpoverily in debauchery of the trounce life unendangered in the touch.

• Receiving giganticness-kindred rebates from their Claim Edge Platfashion (DSP) disuniteners.

• Accepting giganticness-kindred exchanges from instrument vendors, ad exchanges, and ad networks.

• Marking up trounces pregnant by third disunitey grounds congregaters.

Given the dispose of options beneficial, it is not ununconcealed for the exercise congregateions to be propertyual to rest fees and errands completioning to as abundantly as 50% of the client’s net instrument disburse.

Contrexplicit troddens and wrongs

Contractually, abundantly of this is indistinguishstrong to the client. In plaint, the audit troddens that advertisers like in unwritten instrument are repeatedly specifically enclosing in the digital instrument progress. Consequently, most clients redeep insensible of the joined pay life made by the diversified disuniteies – elemently instrument agencies and congregateions – in the online earth.

Programmatic buying and existent-interval rule should, in plea, afford-in gigantic emendments in twain the require-competency of advertising and progress, but it is grievous for advertisers to arbiter that they are receiving the generous avails if they do not entertain

contrexplicit trodden of genuineness in the progress.

The insecurity is that instrument agencies and associated disuniteies may fashion plain elder receipts from existent-interval rule and automated trading. The existing proof in this emerging area is that automated trading administers to a low CPM mould engaging out neutralize aid plain trading mechanisms.

This in reverse can administer to:

• Advertising schedule notorious in irapplicable or badly targeted environments.

• Low rolls of intentionstrength in covet continuation schedule (i.e. advertising that is not fruitabundantly flaunted on a web page for covet plenty to be seen).

• Windfall receipts life made from ad-serving mark-ups on amelioobjurgate collision completions.

In digital implements, it isn’t equiteffectual a scrutiny of spectacle of capital offsprings; it’s as-well-behaved encircling the customer grounds that is afford-ind equally and which is the moralsblood of delayed-day touching. Advertisers fame that they repeatedly do not impress they entertain equal administer neutralize their pristine- disunitey grounds, namely grounds afford-ind from their digital activities through footprinting technologies. These are repeatedly provisiond in Grounds Oration Platforms, which in reverse are repeatedly administerled by agencies.

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Given the restity of the technological covenant (unconcealed as the ad stack), it is as-well-behaved essential that advertisers concede that the technology life populated is uprightly configured to estimate and optimize deed and transmit accutrounce grounds throughout the arrange. Outedge self-evident arrival to the technology life populated and the grounds afford-ind, advertisers singly cannot explain whether this is bechanceing or not.

In brief, at a interval when technological grades entertain confirmiond the representationstrength of advertising to unrivalled rolls, the advertisers themselves fame that they impress they are not getting the avails of representationstrength due to a stagnation of deed and financial genuineness in the digital trading progress. Worse quiescent, sundry advertisers impress that their interests are not frequently aligned after a conjuncture the big exercise congregateions and that they are fashionually locked out of having lucid inspection of what is bechanceing to their grounds and their capital.

The collision on advertisers

While this office is sharp in digital, it is wheeleffectual to voice that the stagnation of genuineness applies throughout the instrument trading progress. This exercise congregateion trading edifice can and does congregate momentous avails to advertisers, who like the utilitys of the purchasing sway of the big congregateions, as polite-behaved-mannered

as the grounds, arranges, strategic and administration instrument of polite-behaved-mannered- equipped officees.

However, the eco-arclass as-well-behaved carries a enumeobjurgate of implicit causes for the advertiser:

• Instrument planning may be led by exchanges, rather than infamy- or consumer-led wheelations.

• It causes the stipulations for fashionual inebriation and a ‘walled garden’ which is indistinguishstrong to the advertiser.

• The feature ask-fors of each client may be subsumed after a conjuncturein the congregateion exchange, after a conjuncture missing of planning sensitivity by clients or infamys.

• The frontline instrument exercise is itself distant from the trading interface and may not concede what exchanges entertain been struck and what this instrument for the client.

• The advertiser may be insensible of the rebates and other avails that entertain been propertyd after a conjuncture the instrument vendor and may not be fashionually entitled to their portion-out of such avails in any circumstance.

• The client may not be receiving the generous esteem of the exchanges life struck on their interest.

• The buying congregateion may entertain the strength to actuate abatements from one client to another to maximize

their own recompense via deed- kindred fees.

These are not the babelieve areas of regret for the advertiser. The consonance of coarse buying sway into babelieve six momentous congregateions has had knock-on propertys on other aspects of the touch:

• Instrument vendors, weakened by the economic downturn, are vulnereffectual to exercise sway, reducing afford-ins and administering to discannonade in noble kind generous which attracts giganticness or orationes grievous-to-thrust assemblys.

• The buying congregateions are propertyual to property cross-instrument exchanges which can disorganize the touch by, for stance, paying aid for one nature and near for another (to maximize fees).

• The congregateions are propertyual to prprvolunteer very-fur winning figures to win office, but at the figure of other clients and rabelieve at unsustaineffectual trounces.

• Exercise select has lowly, after a conjuncture stipulations of office administerled by the buying congregateions, not the frontline agencies.

Another regret is that the instrument agencies use AVBs (repeatedly in the fashion of unhindered boundlessness) to tinker instrument abatements or pricing, repeatedly require-per-rating-subject-matter (CPRP). This can administer to the client paying deed-kindred fees domiciled on

“This can administer to the client paying

performance-kindred fees domiciled on a buying deed tinkerd by the self-same rebates to which the client may

entertain been entitled.”

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a buying deed tinkerd by the self-same rebates to which the client may entertain been entitled, depending on the client/exercise fashion.

The height in digest

In digest, the bulky touching messages delaying companies, and their buying congregateions, entertain a robust delay neutralize the instrument proceeding progress, and their sway is growing as the toil sojourns to bond.

The buying congregateions cause avails to clients through emend buying stipulations and other instrument, but they do not congregate an unreserved, self-evident, and lucid fameing progress for instrument transmity, deed, and grounds and capital offsprings. As a crop, advertisers are not propertyual to arbiter the completion of capital life made by the agencies through the use of the client’s budget and grounds.

This is not encircling genuineness for genuineness’s contest, or encircling veritable fruitfulness, but encircling making infamy messages as swayful as potential to continuallyyone’s avail.

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So far, this instrument has aiming the size of changes in the instrument touch and how advertisers avail from exercise consonance, but as-well-behaved how they are not spectacle the generous utilitys of the new instrument hope.

The scrutiny hence is: What should advertisers do to paraphernalia these offsprings and rest representationstrength after a conjuncture genuineness, and maximize the fruitfulness of their advertising and ‘working’ budgets?

We respect the key is disgustingfold. Advertisers should:

• Congregate on measuring and optimizing the recompense on cannonade from their advertising activities. The size of instrument deed and esteem should be the deep initiative.

• Aim to rest genuineness of their grounds and capital offsprings through the completion trading eco- arrange.

• Determine tenure of, and administer neutralize, their grounds.

• Agree cancelment and spur arranges to decotrounce emend advertising deed and grade genuineness.

In arclass to rest these indurateds, and maximize ROI in instrument, today’s infamy proprietors ask-for five essential instrument:

• Independent, indurated, accutrounce size of instrument deed and esteem, whatcontinually the implement.

• The best, most thoroughgoinggoing and technologically delayed grounds analytics implements using the trodden technology to determine accutrounce and intervally analytics.

• Tenure and administer neutralize their grounds to optimize and personalize touching messages.

• The trodden fashionual framework which transmits gentleman genuineness of grounds and capital offsprings throughout the trading arrange.

• The best potential cancelment and decotrounce mould for their exercise disuniteners and associated disuniteies.

These instrument are a good-natured-natured settle to set-out. This separation describes in decontinuation how to deploy them and rest the indurated of representationstrength and genuineness.

Independent deed size

The principles of stubborn instrument esteem size entertain been fashional for decades. Normally, of progress, this is referred to as instrument benchmarking and/ or auditing, but this troddenion does not do equitableice to the dispose of size options beneficial to clients in the new instrument environment.

The esteem of insurrection is increasing. As we entertain seen, the instrument touchs are aid semisemiturbid than continually and advertisers claim oceantenance in computeering the low rolls of genuineness. But they as-well-behaved ask-for grounds, software, expertise, and proof to succor them induratedly estimate the deed of their instrument and their agencies.

This is chiefly wheeleffectual in the digital earth, where plain some of the basics of deed transmity are underreported by some agencies, including the size to which the advertiser’s distillation has been unguarded.

The unwritten primitive technique for offline instrument size is require and kind benchmarking via aggregated and anonymized pooling of explicit client bought grounds. This concedes advertisers to collate their own deed repeatedlyst the touch trounce, and these grounds can be used to set deed emendment targets and decotrounce the instrument exercise.

While instrument benchmarking via require pooling has been environing gone the 1970s, it has been gone supplemented by a dispose of other analytical techniques which aim to succor advertisers stubbornly confirm the deed and esteem of their instrument cannonades.

One deep curve is inedge the size of explicit office

THE SOLUTION How advertisers catch end administer

“The key to digital deed size lies in having the trodden

technology to footprint and estimate race’s online journeys.”

Continued on page 14

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A confused digital hope

ADVERTISERS

PUBLISHERS

AGENCIES AD SERVERS

DSPs MEDIA PLANNING & ATTRIBUTION

TAG MANAGEMENT

AD NETWORKS SHARING DATA

/ SOCIAL TOOLS MEDIA MGMT SYSTEMS

& OPERATIONS

MEASUREMENT & ANALYTICS

DMPs & DATA AGGREGATORS

DATA SUPPLIERSEXCHANGES

PUBLISHER TOOLS

AD SERVERS

SSPs

AGENCY TRADING DESKS

CREATIVE OPTIMIZATION

RETARGETING TOOLS

VERIFICATION / PRIVACYVIEWABILITY

• In the era of congregateion instrument buying companies, genuineness is one of the most wheeleffectual challenges facing advertisers in 2014.

• Recently, Ebiquity has seen a mount in instrument agencies questing to designation the completion of instruction that advertisers can see, elemently environing digital trading desks and grounds.

• Tenure of grounds and instruction in decontinuation has grace a importunate offspring that the toil has historically not unexpressed, rabelieve neutralizelooked, and positively not paraphernaliad fruitfully.

Here we’ve laid out some trading moulds, teaching, and insights to succor you aid comprehend the wheeleffectual offspring of genuineness.

KEY POINT: Trodden to audit now ask-fors to cneutralize the generous proceedingal cycle

Links to aid balbutiation: Grounds arrival – the key to genuineness:

http://ebiquityopinion.com/2013/06/data- arrival-the-key-to-transparency

BRAND OWNER

MEDIA AGENCY

BUYING GROUP

MEDIA VENDOR

MEDIA AUDIT

FINANCIAL AUDIT

AGENCY TRADING

DESK that’s explicitly alunitedly remotest

CLIENT MEDIA

AGENCY

DEMAND SIDE

PLATFORM

DATA PLATFORMS

BUYING GROUP

AGENCY TRADING

DESK

INVENTORY AGGREGATORS PUBLISHERS

Legalities: Arrival of grounds & instruction

Access of grounds & instruction is of growing concern owing of the large completion of grounds and analytics engenderd by digital advertising.

Key subject-matters:

• Equiteffectual owing an advertiser pays a instrument exercise for its utilitys, that does not necessarily moderation that the grounds and instruction congregateed and

collated by the exercise in harmony to the advertiser’s advertising is owned by or

plain amply arrivalible by the advertiser, and these scrutinys merit depend

on the wording of exercise/client fashion.

• Databases can capacitate for a dispose of constitutional guardions, which can comprehend boldiality, copyright, and groundsvile troddens.

• Instrument agencies sojourn to try to comprehend an covenant in the client/exercise consonance that clfavor a boldiality consonance after a conjuncture the client’s testimony. The aim of this consonance ask-fors to be husbandd.

• Rebates, abatements, and unbilled instrument should be noblelighted or set out in your fashion (details on exercise giganticness premiumes should be clexisting periodical).

• Audit troddens must be clexisting periodical in your exercise fashion – if they are not it merit favor the trodden to audit and hence diminish genuineness.

Media genuineness - A visual neutralizeview

The present instrument trading eco-arclass is non-transparent

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KEY POINT: The stagnation of genuineness hides transmity, deed, and financial clarity – plain basics such as air validation are not polite-behaved-mannered-mannered developed

Links to aid balbutiation: ‘Publicom’: ‘plus ça change…’:

http://blog.ebiquity.com/2014/05/ publicom-plus-ca-change

What’s bechanceing in digital?

Agency Trading Desks (ATDs) / Programmatic buying • Driving down CPMs, driving up exercise boundarys • A graceful arbitrage occasion, reselling at boundarys

of up to 75%

• Adserving requires going up as CPMs go down and aid schedule is dissipationd

• ‘Double-dip’ attribution where multiple agencies populated or not-deduped

The Finances • Agencies may pay

on explicit transmity but entrust on prepared: rabelieve reconciled in Finance barely

• Ad-serving requires as-well-behaved not reconciled

• Time-require advisering/ amity unreliable

Ad serving • Global exchanges entertain lowly exercise trounce • Fruitful instrument fashionats = amelioobjurgate boundarys • Ad-serving requires stack up on low CPM

and CPA exchanges

• Set-up requires can be envelop-counted • Ad-serving requires incurred plain after a conjuncture low

viewstrength scores (you quiescent pay ad-serving fees plain if your advertising is not seen)

Where do the digital super- receipts after from? • Ad-serving mark-ups • Instrument proprietor rebates • Exercise Trading Desks, Real-interval Bidding,

Programmatic boundarys from multiple springs

• Indistinguishstrong exchanges can designation select of vendor • The ATD/DSP trading kindred • Boundary on grounds and supplier requires

1. Stubborn and accutrounce size of instrument transmity, deed, and esteem

2. The trodden grounds analytics implements opposing the generous dispose of implements

3. Generous fashionual grounds tenure and administer

4. The trodden cancelment edifice, after a conjuncture incentivization on self-evident KPIs

5. The trodden fashion: ‘Gold Standard’ wording, forever updated

What should advertisers DO?:

The five-subject-matter plan

http://ebiquityopinion. com/2013/06/the-ins-and- outs-of-agency-contracts

Link to aid balbutiation The ins and outs of fashions:

Download An online accompute of this visual neutralizeintention is beneficial to download and portion-out at http://blog.ebiquity. com/2014/03/accountability-and- genuineness-an-ebiquity-guidehttp://ebiquityopinion.com/2013/06/data-access-the-key-to-transparency

p13 // A CLEARER PICTURE - Accountstrength and genuineness in instrument today

A confused digital hope

ADVERTISERS

PUBLISHERS

AGENCIES AD SERVERS

DSPs MEDIA PLANNING & ATTRIBUTION

TAG MANAGEMENT

AD NETWORKS SHARING DATA

/ SOCIAL TOOLS MEDIA MGMT SYSTEMS

& OPERATIONS

MEASUREMENT & ANALYTICS

DMPs & DATA AGGREGATORS

DATA SUPPLIERSEXCHANGES

PUBLISHER TOOLS

AD SERVERS

SSPs

AGENCY TRADING DESKS

CREATIVE OPTIMIZATION

RETARGETING TOOLS

VERIFICATION / PRIVACYVIEWABILITY

• In the era of congregateion instrument buying companies, genuineness is one of the most wheeleffectual challenges facing advertisers in 2014.

• Recently, Ebiquity has seen a mount in instrument agencies questing to designation the completion of instruction that advertisers can see, elemently environing digital trading desks and grounds.

• Tenure of grounds and instruction in decontinuation has grace a importunate offspring that the toil has historically not unexpressed, rabelieve neutralizelooked, and positively not paraphernaliad fruitfully.

Here we’ve laid out some trading moulds, teaching, and insights to succor you aid comprehend the wheeleffectual offspring of genuineness.

KEY POINT: Trodden to audit now ask-fors to cneutralize the generous proceedingal cycle

Links to aid balbutiation: Grounds arrival – the key to genuineness:

http://ebiquityopinion.com/2013/06/data- arrival-the-key-to-transparency

BRAND OWNER

MEDIA AGENCY

BUYING GROUP

MEDIA VENDOR

MEDIA AUDIT

FINANCIAL AUDIT

AGENCY TRADING

DESK that’s explicitly alunitedly remotest

CLIENT MEDIA

AGENCY

DEMAND SIDE

PLATFORM

DATA PLATFORMS

BUYING GROUP

AGENCY TRADING

DESK

INVENTORY AGGREGATORS PUBLISHERS

Legalities: Arrival of grounds & instruction

Access of grounds & instruction is of growing concern owing of the large completion of grounds and analytics engenderd by digital advertising.

Key subject-matters:

• Equiteffectual owing an advertiser pays a instrument exercise for its utilitys, that does not necessarily moderation that the grounds and instruction congregateed and

collated by the exercise in harmony to the advertiser’s advertising is owned by or

plain amply arrivalible by the advertiser, and these scrutinys merit depend

on the wording of exercise/client fashion.

• Databases can capacitate for a dispose of constitutional guardions, which can comprehend boldiality, copyright, and groundsvile troddens.

• Instrument agencies sojourn to try to comprehend an covenant in the client/exercise consonance that clfavor a boldiality consonance after a conjuncture the client’s testimony. The aim of this consonance ask-fors to be husbandd.

• Rebates, abatements, and unbilled instrument should be noblelighted or set out in your fashion (details on exercise giganticness premiumes should be clexisting periodical).

• Audit troddens must be clexisting periodical in your exercise fashion – if they are not it merit favor the trodden to audit and hence diminish genuineness.

Media genuineness - A visual neutralizeview

The present instrument trading eco-arclass is non-transparent

p12 // A CLEARER PICTURE - Accountstrength and genuineness in instrument today p13 // A CLEARER PICTURE - Accountstrength and genuineness in instrument today

KEY POINT: The stagnation of genuineness hides transmity, deed, and financial clarity – plain basics such as air validation are not polite-behaved-mannered-mannered developed

Links to aid balbutiation: ‘Publicom’: ‘plus ça change…’:

http://blog.ebiquity.com/2014/05/ publicom-plus-ca-change

What’s bechanceing in digital?

Agency Trading Desks (ATDs) / Programmatic buying • Driving down CPMs, driving up exercise boundarys • A graceful arbitrage occasion, reselling at boundarys

of up to 75%

• Adserving requires going up as CPMs go down and aid schedule is dissipationd

• ‘Double-dip’ attribution where multiple agencies populated or not-deduped

The Finances • Agencies may pay

on explicit transmity but entrust on prepared: rabelieve reconciled in Finance barely

• Ad-serving requires as-well-behaved not reconciled

• Time-require advisering/ amity unreliable

Ad serving • Global exchanges entertain lowly exercise trounce • Fruitful instrument fashionats = amelioobjurgate boundarys • Ad-serving requires stack up on low CPM

and CPA exchanges

• Set-up requires can be envelop-counted • Ad-serving requires incurred plain after a conjuncture low

viewstrength scores (you quiescent pay ad-serving fees plain if your advertising is not seen)

Where do the digital super- receipts after from? • Ad-serving mark-ups • Instrument proprietor rebates • Exercise Trading Desks, Real-interval Bidding,

Programmatic boundarys from multiple springs

• Indistinguishstrong exchanges can designation select of vendor • The ATD/DSP trading kindred • Boundary on grounds and supplier requires

1. Stubborn and accutrounce size of instrument transmity, deed, and esteem

2. The trodden grounds analytics implements opposing the generous dispose of implements

3. Generous fashionual grounds tenure and administer

4. The trodden cancelment edifice, after a conjuncture incentivization on self-evident KPIs

5. The trodden fashion: ‘Gold Standard’ wording, forever updated

What should advertisers DO?:

The five-subject-matter plan

http://ebiquityopinion. com/2013/06/the-ins-and- outs-of-agency-contracts

Link to aid balbutiation The ins and outs of fashions:

Download An online accompute of this visual neutralizeintention is beneficial to download and portion-out at http://blog.ebiquity. com/2014/03/accountability-and- genuineness-an-ebiquity-guidehttp://blog.ebiquity.com/2014/03/accountability-and-transparency-an-ebiquity-guidehttp://ebiquityopinion.com/2013/06/the-ins-and-outs-of-agency-contractshttp://ebiquityopinion.com/2013/09/publicom-a-license-to-print-digital-money

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performance, rather than equiteffectual esteem. The new gone-by has seen a actuate inedge the use of moulding techniques that veritableize the key instrument impelrs of deed, ascribing a recompense-on-cannonade score to instrument implements (individually and unitedly) after a conjuncturein the touching mix. This concedes for the aid fruitful allocation of budget betwixt implements and after a conjuncturein implements, including the disposal after a conjuncturein digital betwixt quest, gregarious, online flaunt, and other options.

More momentously perchance has been the emergence of instrument size techniques which veritableize the curve in arbitrary instrument kind and require, either year-on- year or repeatedlyst predetermined exercise insures, repeatedly ascititious from pitches. These techniques believe heavily on software arranges capeffectual of ingesting extensive quantities of grounds obsequiously and unresisting renewaleffectual fames.

This curve has been led by interpolitical procurement teams yearning to isodelayed existent savings or joined instrument esteem on a multi- touch premise, chiefly in refractory economic intervals. Conjuncture this can administer to a not-absolutely unifashion appropinquation to a plain theme, it can afford-in momentous savings when uprightly applied, and it succors advertisers administer their budgets. This is chiefly gentleman if instrument inflation is a momentous touch plaintor.

The third momentous crop is the new lifeseason of digital size implements which rejoin to the advertiser’s ask-for for stubborn insights into the most estimateffectual implements, but the ones after a conjuncture the most restity and opacity.

The key to digital deed size lies in having the trodden technology to footprint and estimate race’s online journeys, and this is regularly done via ‘tagging’ methodologies, usually inserted into the coding for ads life transmited through ad servers.

Tagging concedes advertisers to footprint their separated assemblys opposing multiple implements and shows and institute up a line of race’s sameness, interests, and conduct. It as-well-behaved concedes a very-fur elemented ‘read’ of their digital distillation via ‘cookies’ and other fashions of footprinting (e.g., ‘fingerprinting’).

With the trodden footprinting methodologies, advertisers can see where their advertising was flaunted, for how covet and who saw it, facilitating attribution of property which administers to optimization and, at-last, emend rule in programmatic.

Digital flaunt is unwrittenly hired for on an ad-served premise. Advertisers pay for the completion enumeobjurgate of ads that are settled on a user’s cloak, not for the enumeobjurgate of ads that could be

seen by users in an locomotive browser area – a very intelligible and wheeleffectual distinction. In an age of minimal genuineness in the buying eco- arrange, there is a momentous cause that advertisers could be paying a wheeleffectual completion of capital to instrument suppliers conjuncture ads are not plain thrusting consumers.

It’s wheeleffectual to noblescanty that, conjuncture the vogue for buying flaunt schedule is quiescent conducive on collisions life served, to transmit 100% intentionstrength on any antagonism is an unrealistic expectancy. This is owing publishers do not husband their afford-in in a way that would eneffectual this to be utilityeffectual for them. However, this does not moderation that intentionstrength is any near wheelable. In plaint, it is increasingly improving an wheeleffectual key deed indicator in the size of kind in the digital boundlessness.

Benchmarking the intentionstrength of your ads is a essential plod in the progress of reducing the wastage in digital cannonade and ensuring emendd deed of ads (through emend pledge or confirmiond renewals life catchn). Ebiquity request undersmitten neutralize the developed 18 months suggests that as sundry as 35% of all ads go invisible by consumers and yet are hired for by advertisers. Some advertisers see as abundantly as $750k (€500k) of cannonade in any absorbed antagonism life transmited to an assembly that equiteffectual doesn’t entertain the occasion to

“Benchmarking the intentionstrength of your ads is a essential plod in

the progress of reducing the wastage in digital

cannonade and ensuring emendd deed

of ads.”

Continued from page 11

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see the ad, let aggravate buy after a conjuncture it in any way.

By benchmarking intentionstrength advertisers can impress aid bold that their cannonade is life husbandd in an fruitful mode and, coupled after a conjuncture infamy security initiatives, a aid self-evident trading hope can be caused.

Brand security in the digital boundlessness afters in sundry fashions, but capitalamental to the principles of infamy security is having genuineness neutralize where your ads are notorious. In an eco-arclass increasingly underpinned by platforms and technologies (DSPs, ad exchanges, and ad networks) that sap the trodden exercise/publisher

message progress, advertisers are increasingly at cause of their ads notorious in settles that, at best, are not targeted in the most misapply mode and, at whack, are undesireffectual settlements due to associated generous and texture.

The exchange-off has frequently been lucid. By driving figure down, you afterngagement the administer you entertain neutralize where you appear: a destruction sundry advertisers entertain been merry to confirm in arclass to maximize instrument competency. But after a conjuncture the amending exercitation of AVBs and mark-ups, the toil is spectacle confirmiond occurrences of infamys put at cause by notorious in undesireffectual areas as the touch graces aid semiopaque. It is

obligatory that advertisers repossess confidence in the strength of digital instrument to transmit a cause-unhindered and self-evident instrument by which to touch after a conjuncture consumers.

Checks and neutralizes ask-for to be put in settle to determine that the causes are life energyless. Through the use of tagging technology, advertisers can upraise the caggravate on this semisemiturbid eco- arrange, veritableizeing where ads entertain been served, elemently through DSPs and trading desks. This merit afford advertisers the strength to stubbornly confirm that the misapply schedule was used to thrust desired assemblys and transmit fruitful digital messages.

“It is obligatory that advertisers repossess

confidence in the strength of digital instrument to transmit a cause-unhindered and self-evident

instrument by which to touch after a conjuncture

consumers.”

Figure 2. Multi-implement options prolifetrounce for the

delayed advertiser

MULTI-CHANNEL ANALYTICS CONSULTING

-MOBILE- -AFFILIATES-

-RADIO-

-DATA WAREHOUSE-

-DIRECT MAIL- -COUPONS-

-RETAIL- -POS-

-CALL CENTER-

-VOICE OF CUSTOMER-

-CRM--VIDEO-

-PPC-

-EMAIL-

-BANNER ADS-

-WEB-

-TV-

-SOCIAL-

-PRINT-

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One of the prominent causes of the stagnation of genuineness in the digital touch is the interdependency of the furnish covenant. The divergent disuniteies in the eco-arclass (trading desks, claim edge platforms, furnish-side, and vendors) are all disunite of a arclass that is capitaled by the advertiser, but not neutralizetly. And the vogue that is used (CPM) grades the scope to maximize collision compute, rather than optimizing fruitfulness.

For this contest, floating others, it is wheeleffectual for advertisers to entertain an stubborn spring of deed size and genuineness administer.

Whereas ‘instrument auditing’ has hitherto been a retrospective distillation, and esteem-based, a new mould is emerging which is deed-led, after a conjuncture optimization at its hardihood, and ‘real-time.’ The tagging and footprinting methodologies beneficial in the touch now can infashion and swing transmity and deed, chiefly in RTB where they succor enliven the rule parameters.

And insurrection of footprinting is key in any touch where buying and dispose-ofing merit impel interchangeable interests, chiefly where the vile vogue grades commoditization.

Data analytics technology

As outlined aggravatehead, it is ticklish in the new instrument hope to accustom the best technology to fuel advertising programs. Furthermore, the multi- implement convergence of constructions sojourns to dilate and cause a abundantly aid confused hope, as shown in Figure 2.

The seduce to renewal for constructions is grounds tenure opposing all of their implements. This clfavor strategic thinking geared inedge selecting the best and most layerffectual technological profferings for analytics and grounds congregateion opposing all of these implements.

Gone are the days where an construction should appear to concentobjurgate after a conjuncturein one analytics implement for all of their office ask-fors. Instead, the provision progress should wheel environing selecting the trodden satellites of keys that best qualifys the construction to key the scrutinys that the office is interrogation.

One of the biggest mistakes made during a vendor excerption progress for analytics is making a conclusion domiciled upon the present recite of affairs conjuncture by the troddenion and goals of the program covet expression. Too repeatedly, we see constructions hamstrung by their technological conclusions a year or two into their planning that are then harsh to reactuate the technology and set-out neutralize.

Innovation is at an all-interval noble for digital analytics and size. Abundantly of this is impeln by the collisions of the sojournd cannonade and extrication of the gregarious and fickle implements. After a conjuncture that afters the ask-for to shun grounds neutralizeload and instead convergence on getting the trodden grounds, to the trodden race, at the trodden interval.

The completion mind for congregateing grounds is to genetrounce insights and at-conclusive emend the user proof. The deep indurated all constructions should drudge inedge is to institute an optimized proof for each feature as they interact opposing the miscellany of implements in indicate.  That obviously cannot bechance neutralizenight, but having these constructional goals in inspection can succor to determine that the trodden technological conclusions are made in grade of the ask-for.

The iexchange appropinquation to renewal is to crawl precedently you try to run. So sundry constructions try to reresolve remotest heights after a conjuncture a rest key that straightway lengthens the interval to esteem and confirmions exigency on the program. A aid orderly appropinquation for achieving the remotest indurated merit nearen the exigency and emend concede for a aid broad appropinquation to selecting the recreate technology.

The challenges in our toil are not going to get any easier.  The enumeobjurgate of ways customers can interact after a conjuncture your office merit

“The provision progress should

wheel environing selecting the trodden satellites of keys

that best qualifys the construction to key the scrutinys that the office is interrogation.”

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sojourn to encircleate and grace aid rest. It’s hence ticklish that technological cannonades are seted after a conjuncturein the present and forthcoming office claimments of the construction and that those cannonades emsway you after a conjuncture grounds tenure acovet the way.

Ownership and administer of grounds

In the digital earth, grounds is Big. As race concession their digital footprints, footprinting technology can adviser and estimate race’s sole and feature use of platforms and institute an accutrounce delineate of mode. These grounds can be used en masse or intelligiblely to optimize and personalize touching messages on any orationeffectual platform, repeatedly dynamically and in existent-time.

In plaint, sharp comprehending and production of grounds concedes infamy proprietors to target and retarget customer congregateions, and explicitly reduces their confidence on hired-for messaging. The reuse of grounds is one of the excellent touching implements of today’s hope.

However, the terabytes of grounds thus afford-ind ask-for to be provisiond, analyzed, and updated equally. This is largely restd through Grounds Oration Platforms (DMPs), which are the engine of the completion digital touching eco-arclass and ticklish to prosperity.

The grounds provisiond in DMPs organize the most esteemffectual asset for today’s infamy proprietors and, as such, they ask-for to deeptain finished administer neutralize this grounds. The grounds offsprings in from sundry springs, from multiple exercise disuniteners, but as-well-behaved from second- and third-face springs, and it is this fruitful coalesce of grounds which permits the largely fruitful personalization opportunities proffered by digital implements.

Consequently, advertisers ask-for to determine that they entertain the forthcoming in settle:

• The trodden technological infraedifice to congregate, unite, and provision all of the diversified grounds feeds.

• The trodden analytics implements to fashion soundness of the grounds and use it to emend touching deed.

• Generous fashionual tenure of all the grounds that is engenderd by their touching activities and retargeting grounds.

• Generous administer neutralize the grounds husbandment platfashion and progress, including fashionual troddens and technological troddens.

Many advertisers are appearing for a secure entertain for their grounds which guards their tenure and administer of the DMP and associated proceeds, outedge of the exercise eco-system. There can be brief hesitate that grounds tenure merit sojourn to be a hot

offspring as agencies aim to avouch administer neutralize grounds as a esteemffectual asset; infamy proprietors merit ask-for to actuate straightway to support up after a conjuncture this straightway growing area.

Getting the trodden fashion

The offspring of grounds and financial genuineness can be a opposed one for advertisers to husband. The kindred betwixt a troop and its disunitener agencies is an wheeleffectual one, believeing on rest day-to-day influences. Hence the babelieve indurated way to exchange after a conjuncture the offspring of representationstrength and genuineness is through the trodden fashionual kindred betwixt the advertiser and the exercise, and this must be agreed in generous betwixt the disuniteies. The fashion as-well-behaved ask-fors to guard the troddens of the advertiser inedge its other third-face disuniteners, such as its appointed stubborn grounds analytics congregaters.

The prominent stipulations that ask-for to be hideed in such fashions are as follows:

• The progress by which the advertiser eagernesses to estimate their instrument deed must be mouldally set out, after a conjuncture the scarcityful grounds and capital arrival troddens proceedingsed in element.

• If the advertiser eagernesses to rest generous genuineness for grounds and capital offsprings, the fashion ask-fors to cneutralize the generous proceedingal

“Data tenure merit

sojourn to be a hot offspring as agencies aim

to avouch administer neutralize grounds as a esteemffectual asset; infamy proprietors merit ask-for to actuate

straightway to support up after a conjuncture this straightway growing

area.”

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chain. This instrument that the exercise computeerparties ask-for to comprehend affiliates, associates, and subcontractors, as polite-behaved-mannered-mannered as the fashioning exercise.

• The client as-well-behaved ask-fors to fabricate spectacle of the explicit trounce hired by the diversified disuniteies throughout the proceedingal progress if they eagerness to shun paying an invisible mark- up on schedule instrument.

• If the advertiser gratuity to rescue their plain portion-out of all exercise avails propertyd on their interest, they ask-for to comprehend all such rebates, abatements, and errands, including unhired for boundlessness, existing cancelment abatements, premium schedule, dealing exchanges, and any such trading mechanism.

• The instrument exercise fashion should as-well-behaved quest to congregate an audit transcript for arrangements betwixt the instrument exercise congregateion and instrument vendors for utilitys which may be another fashion of rebate, repeatedly in the fashion of a utility roll consonance which imposes babelieve the scantyest of covenants on the instrument exercise.

• The fashion ask-fors to amply cneutralize all grounds and capital audit arrival troddens and prove the client’s tenure of the applicable grounds, including all instrument trading instruction and consumer grounds engenderd through digital activities, including pristine-face and third-face grounds.

• Clients as-well-behaved ask-for to determine that their separated testimonys entertain the trodden arrival to grounds for auditing minds plain where such grounds afters from a third disunitey (e.g., a TV assembly congregater), where the client’s troddens to such grounds avail to their audit disunitener.

• Crucially, boldiality must be enshrined after a conjuncturein the covenants of all disuniteies. This instrument that the advertiser’s troddens to boldiality must be recurrent through their fashion after a conjuncture their testimonys as polite-behaved-mannered-mannered as their exercise disuniteners. In reverse, the cessation ask-for to discuss the client’s audit fames after a conjuncture regard and not use them, for stance, in hagglings after a conjuncture instrument vendors.

• Clients should as-well-behaved determine that they entertain generous trodden of ordinance of their audit disunitener, whatcontinually the audit ask-for, and the grounds and audit arrival troddens claimd by the client of its testimonys should be mirrored in the client’s consonance after a conjuncture the exercise.

These fashion elements may, at pristine inspection, be daunting but they are wheeleffectual in proveing an apparent framework for representationstrength and genuineness. It is wheeleffectual that these are agreed fashionually so that all disuniteies are crystal lucid on their covenants from the start.

Agency cancelment and decorate

It is repeatedly said that agencies merit obscure pay to requite for the downward exigency on fees and errands caused by the economic downreverse and the procurement grip. Leaving aedge the ethics of this, advertisers do ask-for to be lucid on the boundarys that agencies are making on their office.

In plaint, clients cannot existently urge on finished genuineness if they don’t as-well-behaved determine a self-evident fee arrangement; the kindred ask-fors to be a interchangeable and plain one, domiciled on mouldal fashionual stipulations for all disuniteies.

There has been a covet-running contest regreting fees versus errand, and the not-absolute merits of each, but this has been made aid rest by the changes in the instrument hope. It is no coveter an toil where disburse predominates, and sundry of the newer implements are scanty on price but covet on ideas and rest keys.

In plaint, the delayed instrument spectacle clfavor of instrument agencies a divergent appropinquation to their office mould. The drudge intensiveness of generous-led implements and the joined workload in digital analytics do in-truth engage a well capitaled fee edifice, chiefly to afford clients the utility of the best exercise gift.

“These fashion elements may, at

pristine inspection, be daunting but they are wheelable

in proveing an apparent framework

for representationstrength and genuineness.”

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One of the heights caused by the new trading eco-arclass is that the joined pay life engenderd does not go to the frontline exercise to succor it capital the broader dispose of utilitys it ask-fors. Conjuncture the exercise may instraightly avail in sundry occurrences, abundantly of the new boundary goes to the buying congregateions.

Consequently advertisers should quest to rest the forthcoming from their cancelment and decotrounce programs after a conjuncture their instrument agencies:

• Best exercitation is to aim for finished genuineness, after a conjuncture mouldal grounds and capital protocols, after a conjuncture finished and lucid audit troddens, and to incentivize the frontline exercise misapplyly. Genuineness merit administer to the race performing on a client’s interest life decorateed for indifference and aid of the pay thrusting the frontline exercise.

• An uncounted boundary should be agreed at the start, after a conjuncture a sliding layer to decotrounce excellent deed. This should be broken up by exercise government (e.g., quest, gregarious instrument) after a conjuncture a lucid delineate of the race concerned in the office transmity. The roll of remarkableity should be fashional from the start, after a conjuncture existentistic estimates of interval elapsed and defined audit protocols. Instrument agencies should be asked to engage that their race’s interval

merit not be envelop-counted.

• Cancelment and decotrounce programs should concede the role indicateed by subcontractors, chiefly in digital instrument, after a conjuncture agreed protocols for enrichment portion-outs.

• Decotrounce programs should be linked to the governments. Performance-kindred fee arrangements for instrument buying do not in themselves insure that the frontline exercise merit rehabilitate such premiumes in other areas, so the iexchange fee edifice merit entertain decotrounce schemes domiciled on agreed KPIs for each excellent instrument implement. This should not be edificed veritablely environing an appraisal progress, but should as-well-behaved be domiciled on estimateffectual criteria, poetically office crops- led rather than on instrument metrics. Regard should be catchn to stay that online clicks and gregarious instrument ‘likes’ are de-duplicated to shun invented exchange.

• Conjuncture there is continuallyy contest to sojourn to decotrounce excellent deed in TV buying, clients should aim to incentivize innovative and non-unwritten uses of TV and concede flexibility of targeting. As such, the audit program should not frustrate the instrument exercise from entrance a aid yielding appropinquation. Equally, the decorates program should bung the exercise using invented manoeuvre to

infdelayed deed. Examples of this would comprehend multi-platfashion discompute production and using rebates to tinker abatements.

• Clients should aim to entertain a lucid year-end intention of the boundarys made by their exercise but so too their donation to office prosperity. Some station of office deed-domiciled decotrounce should poetically be made at year-end, after a conjuncture the exercise availing or not from the client’s office fortunes.

• Conjuncture instrument awards are not in themselves a office aim, prosperity in awards (chiefly interpolitically) should fashion disunite of the impost criteria.

The Holy Grail of the advertising toil is to rest the envelop avail of the representationstrength of grounds-fruitful instrument after a conjuncture finished genuineness neutralize the proceedingal progress. The indurated is to emend recompense on cannonade by ensuring that cannonade is maximized in inaugurated budgets, after a conjuncture minimal missing of fruitfulness through unneedful requires.

“The delayed instrument spectacle

demands of instrument agencies a divergent

appropinquation to their office mould.”

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THE MAIN POINTS AGAIN

The offspring of representationstrength and genuineness is twain rest and perceptive, and contest encircling this offspring is repeatedly a theme of judgment rather than plaint. Too repeatedly the offspring is dominated by the controversial theme of genuineness, aid than the size of deed.

The indurated of this conduct has been to cause a roll of neutralize to this confabulation and congregate a set of best exercitation conductlines for advertisers in the new instrument hope. Sundry of the fashional exercitations of the ‘analogue’ earth are no coveter trodden for the altereffectual instrument hope, but the transition to new metrics has not yet bechanceed. Advertisers are not merry at the perceived stagnation of genuineness in the touch, but it is in their sway to oration this offspring through the trodden policy and progresses.

We are unmistakable that this conduct merit succor to transmit a lucider and aid synchronous way of causeing representationstrength and genuineness to the touch. Please impress unhindered to portion-out it after a conjuncture colleagues.

Further balbutiation on the offspring can be

set on the Ebiquity blog (blog.ebiquity.

com)http://blog.ebiquity.comhttp://blog.ebiquity.com

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GLOSSARY

AVBs Exercise Greatness Bonuses rebates hired to instrument agencies for (high) giganticness of instrument proceedings, elemently in digital instrument.

CPM Require Per Mille i.e., the require per 1000 intentions.

CPRP Require Per Rating Subject-matter the middle require of achieving one interchangeable rating subject-matter, i.e., advertising coarse rating subject-matter (GRP).

DMP Grounds Oration Platform

a arclass that provisions and can interrogate the large quantities of grounds afford-ind by consumers and left as a order of very-fur targeteffectual digital footprints. The engine of the completion digital touching eco- arrange.

DSP Claim Edge Platfashion a arclass permitting those who buy digital advertising schedule to husband multiple streams of dissipation via a one platform.

RTB Real-Time Rule an automated arclass for trading digital flaunt advertising, where buyers and dispose-ofers are matched according to preset criteria.

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ABOUT THE AUTHOR

Nick Manning is President, International, at Ebiquity, the stubborn touching deed specialists, transmiting elder infamy and office deed through grounds-driven insights.

Before combination Ebiquity in 2007, Nick elapsed 27 years in the instrument exercise earth. In 1990 he co- seted Manning Gottlieb Media, which became one of the most very-fur respected and fastest- growing instrument specialist agencies. It became disunite of Omnicom in 1997. Nick’s most new collocation was CEO of OMD’s UK influence. He as-well-behaved co-founded OPera, the instrument haggling arm for OMD and PHD.

Since combination Ebiquity, Nick has neutralizeseen the exposition of the troop to grace a global disunitener for neutralize 1000 clients, prsubsidy Touch Intelligence, Instrument Esteem Measurement, and Marketing Deed Optimization utilitys through Ebiquity’s offices in 15 computeries.

CONTRIBUTORS

Bill Bruno is CEO of Stratigent, disunite of Ebiquity plc

Federica Aperio is Ebiquity’s Interpolitical Digital Exercitation Leaderhttp://www.ebiquity.com/en/expertise/north-south-america

p23 // A CLEARER PICTURE - Accountstrength and genuineness in instrument today

ABOUT EBIQUITY

Ebiquity are stubborn touching deed specialists. We eneffectual neutralize 1200 infamys opposing the earth, including neutralize 90% of the top 100 advertisers, to fashion emend edifyed conclusions and to emend their infamy and office deed. We recreate their capabilities, emend representationability, and excite elder genuineness after a conjuncture their exercise disuniteners.

Our interpolitical touch-leadership in instrument esteem size instrument that we entertain the bulkyst instrument require and kind pools, conjuncture our proceedingal insurrection determines we congregate our clients after a conjuncture verily indurated teaching. We entertain offices in 15 computeries after a conjuncture a bulkyr network of administering stubborn associates hideing all deep instrument touchs globally.

We entertain sole concedeledge of and inhospitableness to exercise fashions, exercitations, and deed.

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