Creating Trust and Transparency in the Marketing Ecosystem

As media has grown more fragmented and more programmatic, meaning that software manages its execution, it has grown more vulnerable to so-called ‘black boxes’ that conceal certain attributes that really should be understood by parties on either side of a transaction, or, even worse, bad actors. The result has been an erosion in trust that especially brands have in the media value chain.

No one leads by example better than Bill Duggan, Group Executive Vice President of the Association of National Advertisers (ANA for short), who pinpoints key steps marketers can take to promote and demand trust and transparency. Bill is taking a leading role in educating marketers on the threats to trust and more importantly is plotting a course to restoring that trust. He’s not alone either - the ANA has formed its Trust Consortium - “an alliance among ANA members and their partners that will be a voice for brands on transparency, measurement, auditing, digital fraud, and brand safety through ongoing reporting and analysis.”

Watch our conversation to hear about the three main roles within the ANA (they might surprise you), learn some alarming stats about media contracts and why you should review them more often, and how marketers can identify the symptoms of fraud and get ahead of them.