With experience as both an agency account director and client-side marketing executive the topic of “accountability” has always intrigued me. Given the material nature of marketing and advertising spend, the estimated billing process employed by advertising agencies and the complexity of the supply chain the fact that the industry has never fully wrapped its arms around improved transparency and controls to protect an advertiser’s investment is mystifying.
In this excellent article from George Ivie, CEO of the Media Rating Council (MRC) he explores the mechanisms of accountability, standards, and verification. His key point: “Accountability does not restrict or confine the advertising industry; it makes the industry stronger” … Read More