Publishers are currently facing challenges with the current ad exchange ecosystem, primarily due to data leakage. We recently shared our thoughts on how to alleviate this uncertainty by protecting publisher audience data, which can sometimes be bought and sold by exchanges without publisher consent.
It’s not about traditional and digital channels anymore. Instead, it’s simply more screens. Now more than ever, it’s important to align all of these screens. According to a recent eMarketer article, nearly half of brand advertisers and agencies feel that online video is most appropriately aligned with TV, while 40% believe online video should be more aligned with display advertising. These findings reveal that more advertisers are finding value in a multi-channel approach.
More Gain, Less Strain. This is a reoccurring theme for the client/agency relationship as emphasized in a recent CMO Council study. Top “strains” include limited knowledge of business and digital landscape, agreed upon performance metrics, integration of marketing plans/services, lack of value add strategic thinking and budget/pricing issues.