The outcry over “transparency” in the digital ad ecosystem grew to a crescendo three years ago now, when the ANA\u2019s K2 Transparency Report accused agencies of operating a system of rebates and kickbacks that worked against brand clients by hiding substandard effectiveness.<\/p>\n

That was just one piece of the problem. Ad-tech vendors also stood accused of obfuscating “ad-tech tax” fees siphoned away from\u00a0real<\/em> advertising spend.<\/p>\n

Since then, the barely a week has gone by without various companies mooting solutions to the problem.<\/p>\n

But, whilst a consensus has gathered that progress has been made, one of the leading ad-tech companies thinks the problem remains chronic.<\/p>\n

“Surprisingly little progress has been made since, I think, two or three years ago,” Konrad Gerszke, president of MediaMath, says in this video interview with Beet.TV.<\/p>\n

“The ecosystem has evolved into a situation where there’s a lot of fraud across various steps in the supply chain because of a lack of transparency. As a result of that, there’s a lot of money wasted that the brands and the agencies are investing.<\/p>\n

“What we see in certain test we are driving is, between 20 and 50% could be wasted.”<\/p>\n

That estimation will shock many in the industry, who believed that matters were improving.<\/p>\n

“A lot of the advertisers were starting to get on the barricades to hold the industry accountable for all the spend that is going in the industry.<\/p>\n

Gerszke thinks the ongoing problem needs solving through three “pillars” of accountability, addressability and AI. Specifically, through three measures:<\/p>\n

\n
1. “Transparency, end-to-end, (so) that we know who the players are across the supply chain.”<\/li>\n
2. “We know what the fees are across the entire waterfall.”<\/li>\n
3. “And we know who the bad players are and who the good players are.”<\/li>\n<\/ol>\n

   MediaMath operates data management platforms, omnichannel DSP, audiences, supply and intelligence services.<\/p>\n

   This video is part of a series of interviews conducted during Advertising Week New York, 2019.\u00a0 This series is co-production of Beet.TV and Advertising Week.\u00a0 \u00a0The series is sponsored by Roundel, a Target company.\u00a0 Please see more videos from Advertising Week\u00a0right here<\/a>.\u00a0<\/em><\/p>\n","protected":false},"excerpt":{"rendered":"

   The outcry over “transparency” in the digital ad ecosystem grew to a crescendo three years ago now, when the ANA\u2019s K2 Transparency Report accused agencies of operating a system of rebates and kickbacks that worked against brand clients by hiding substandard effectiveness. That was just one piece of the problem. Ad-tech vendors also stood accused […]<\/p>\n","protected":false},"author":15,"featured_media":62606,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"mc4wp_mailchimp_campaign":[]},"categories":[8108],"tags":[3919,8129],"_links":{"self":[{"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/posts\/62601"}],"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\/15"}],"replies":[{"embeddable":true,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/comments?post=62601"}],"version-history":[{"count":0,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/posts\/62601\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/media\/62606"}],"wp:attachment":[{"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/media?parent=62601"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/categories?post=62601"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/tags?post=62601"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}