There\u2019s enough disruption in digital advertising, so a flap at Facebook and uncertainty surrounding Twitter are best dealt with quickly. That\u2019s the view of Mainardo de Nardis, CEO of OMD Worldwide, Omnicom\u2019s global media communications agency.<\/p>\n

Last month, Facebook apologized after major agencies became aware that the social media behemoth had erred in the way it computed one of its video viewing metrics, as The Wall Street Journal reports<\/a>. It\u2019s something that\u2019s \u201cbeen blown out of every proportion,\u201d de Nardis says in an interview with BeetTV at the annual IAB MIXX conference in Manhattan.<\/p>\n

\u201cLet\u2019s not make it a huge problem, because it\u2019s been managed quite well,\u201d he says, adding that Carolyn Everson<\/a>, Facebook\u2019s VP of Global Marketing Solutions, \u201chas been very forthcoming with their explanation. Mistakes happen, so let\u2019s learn from them.\u201d<\/p>\n

Nonetheless, there is a bigger issue at hand. \u201cIt proves the point that we need third-party measurement, we need more control over the data and I think the whole industry needs to evolve in a better direction,\u201d says de Nardis. \u201cThird-party measurement is a key part of it and I think we need more consistency in the way it\u2019s applied.\u201d<\/p>\n

When the subject turns to Twitter, one senses that like much of the ad world, de Nardis wishes for a speedier denouement.<\/p>\n

\u201cI just wish that Twitter finds their roots, they find the right place where they want to be because there has been too much speculation,\u201d says deNardis. \u201cI think they need to have the time just to focus on what they want to do without the speculation of a possible acquisition. Whatever it is, I hope it happens quickly, if it has to happen at all.\u201d<\/p>\n

A logical ending would be for Twitter to remain a media company, \u201cbecause that\u2019s what they have become,\u201d possibly becoming integral to a bigger media organization, according to de Nardis.<\/p>\n

The union of Verizon and Yahoo holds the potential for \u201cwhere one plus one does not equal two but four or five,\u201d de Nardis believes. “I look forward to what Verizon is going to do with its new assets.”<\/p>\n

Asked about addressable advertising, he notes that one-to-one marketing has been a desire for at least two decades. \u201cI think the big difference now is that one to one marketing at scale is possible. I think everything\u2019s becoming addressable. It\u2019s becoming the norm.\u201d<\/p>\n

This video is part of Beet.TV\u2019s coverage of the IAB MIXX Conference, 2016, presented by The TradeDesk. Please find additional videos from the Conference here<\/a>.<\/em><\/p>\n","protected":false},"excerpt":{"rendered":"

There\u2019s enough disruption in digital advertising, so a flap at Facebook and uncertainty surrounding Twitter are best dealt with quickly. That\u2019s the view of Mainardo de Nardis, CEO of OMD Worldwide, Omnicom\u2019s global media communications agency. Last month, Facebook apologized after major agencies became aware that the social media behemoth had erred in the way […]<\/p>\n","protected":false},"author":17,"featured_media":0,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"mc4wp_mailchimp_campaign":[]},"categories":[5844],"tags":[5279,3384,5283,5372,4588,5070,5223,6092],"_links":{"self":[{"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/posts\/42621"}],"collection":[{"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/users\/17"}],"replies":[{"embeddable":true,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/comments?post=42621"}],"version-history":[{"count":0,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/posts\/42621\/revisions"}],"wp:attachment":[{"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/media?parent=42621"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/categories?post=42621"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/tags?post=42621"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}