Recently, Mike Baker, CEO of DataXu, a programmatic ad tech firm, wrote an article for AdExchanger in which he rhetorically asks a question regarding Marc Pritchard, CMO at P&G and his leadership position on cleaning up the digital media marketplace; “Is this the battle we should be fighting?”
Mr. Baker suggests that “Instead of working toward a slow, incremental uphill battle against the tech giants’ entrenched digital positions, brands have an unprecedented opportunity to shape and accelerate the future of TV.”
Of note, we agree with Mr. Baker’s premise regarding the need to proactively work on TV to prevent the same mishaps negatively impacting advertisers within the digital media space as TV expands their use of programmatic buying. That said, we don’t believe that anyone within the ad industry can afford to wave the white flag when it comes to reforming the programmatic digital media space. Ad expenditures in this area are too significant to give up the fight.
We take our hats off to Marc Pritchard and other marketing leaders who are fearlessly confronting the issues of brand safety, fraud, viewability, self-reporting and a lack of transparency when it comes to digital media, and all other channels … Read More