COLOGNE \u2013 Could it be that the digital supply chain is finally growing up? It\u2019s definitely maturing, with signs of consolidation, less innovation and indications that marketers\u2019 calls for greater transparency are having an impact, according to Andrew Casale.<\/p>\n

If all of this were true, Casale would know. Back in 2003 he founded Casale Media in the programmatic space and has molded it into its current iteration, Index Exchange<\/a>, a global advertising marketplace where premium digital media companies sell their ad impressions with full transparency.<\/p>\n

\u201cThe digital supply chain is growing up. I would say it\u2019s probably the single greatest positive bright light that we\u2019re seeing at events like this,\u201d the President and CEO of Index Exchange says in this interview with Beet.TV at the DMEXCO<\/a> advertising and media trade show.<\/p>\n

He credits initiatives like the Interactive Advertising Bureau\u2019s ads.txt (Authorized Digital Sellers) rollout in May of 2016 to reduce domain spoofing and reselling in the open marketplace. And, like others, he points to Procter & Gamble Chief Brand Officer Marc Pritchard\u2019s widely circulated criticisms of the digital ecosystem as a key catalyst for change.<\/p>\n

\u201cMarketers want more. They expect more. And we are seeing the supply chain grow up,\u201d says Casale<\/a>.<\/p>\n

But there\u2019s more to be done. For example, \u201cspoofing\u201d is still a problem. \u201cIt is all too often easy today for a bad actor to penetrate the supply chain and purport to be anybody they want. Purport to be a huge brand. That\u2019s a problem if you\u2019re trying to create an environment of trust,\u201d Casale adds.<\/p>\n

He would welcome more bold statements from marketers along the lines of \u201cwe will only buy authorized media. That would be a huge step forward and I think we\u2019re starting to get there because that\u2019s going to give teeth to changes required to get past the trust issues that we have today.\u201d<\/p>\n

In addition to a \u201ccooling of investment\u201d in the ad tech sector, Casale observes a slowdown of innovation. In its place we see strong digital platforms become bigger, sometimes through acquisitions, along with a dissipation of fragmentation \u201cand quite frankly some of the confusion.\u201d<\/p>\n

The resulting maturation is a welcome course change.<\/p>\n

\u201cIt\u2019s a multi-billion dollar business today that still suffers from trust challenges,\u201d says Casale. \u201cIt\u2019s difficult to innovate on top of that until we\u2019ve corrected for some of those deficiencies. But it feels like a fresh new era of programmatic just getting started.\u201d<\/p>\n

This video was produced as part of Beet.TV leadership series from DMEXCO, presented by NBCUniversal. For more videos from the series, please visit this page<\/a>.<\/em><\/p>\n","protected":false},"excerpt":{"rendered":"

COLOGNE \u2013 Could it be that the digital supply chain is finally growing up? It\u2019s definitely maturing, with signs of consolidation, less innovation and indications that marketers\u2019 calls for greater transparency are having an impact, according to Andrew Casale. If all of this were true, Casale would know. Back in 2003 he founded Casale Media […]<\/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":[6731,6737],"tags":[4975,4976,5395,6157,6701,6778,6779],"_links":{"self":[{"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/posts\/47937"}],"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=47937"}],"version-history":[{"count":0,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/posts\/47937\/revisions"}],"wp:attachment":[{"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/media?parent=47937"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/categories?post=47937"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/tags?post=47937"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}