MERCADEO Versión en español
Randall Rothenberg From IAB: The Digital Ad Industry’s Supply Chain Revolution Just Happened
Liz Unamo| 5 de abril de 2017
Rothenberg: Anunciantes están haciéndose cargo de su propio destino digital
Randall Rothenberg, President and CEO at the Interactive Advertising Bureau, said in a blog post that the industry has done a lot of work to improve matters since Marc Pritchard, P&G’s Chief Brand Officer, demanded earlier this year that the advertising industry take action to deal with bad practice.But Rothenberg said “there is much, much more left to be done” because “it’s not just digital ad tech companies that are guilty – agencies, publishers, and the brands themselves bear responsibility.”Rothenberg also lauded JPMorgan Chase for its almost ruthless filleting of websites that once served its ads, cutting the total from around 400,000 to just 5,000 pre-approved sites.He said JPMorgan Chase was following the programme he outlined at the IAB Annual Leadership Meeting in Florida two months ago, when he told ad industry executives that it was up to them as individuals and their companies to “repair the trust.””I have no doubt that P&G and JPMorgan Chase will be followed by a wave of big brands taking similar actions to secure the digital industry supply chain on behalf of brand and consumer safety” he predicted.Throughout his blog, Rothenberg highlighted how pressing the issue of brand safety is, and he even made a comparison between the state of the current supply chain in advertising with the efforts the food industry makes to ensure its supply chain is safe.
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