A whitepaper by the American Association of Advertising Agencies (4A’s) will be released today, titled “The Rocky Path Agencies Are Forced to Traverse.”
The whitepaper will include advice on uncomplicating programmatic trading, and address issues like click-fraud, frequency-capping, quality/misinterpretation of inventory and more. 4A’s president and CEO, Marla Kaplowitz suggests that bad actors must be identified and excluded from the supply chain. The process to do this must be vetted by media agencies, companies and their partners.
Kaplowitz emphasised that inhousing might not be the solution to the real issues. Further, the whitepaper will also look into fee transparency at various levels of the ad tech supply chain. The paper adds that despite agencies not having full visibility, they are “held responsible and sometimes accused of not being transparent with all partnership details.”
4A’s Kevin Freemore shares that the whitepaper will aim to address some “misnomers”. He added that, “Supply path optimisation has been used interchangeably with ‘transparency’ but they’re two very different things.”
[3 minute read]
