Transparent Media: Is It Time For Advertisers to Take Back Control?
from The Drum
Much of the discussion regarding transparent media buying has painted the leading network agencies as the bad guys for not disclosing or passing along rebates, hiding programmatic fees and commission, and disagreements regarding data and tech ownership. This may be true, as the business ethics of many of the big networks is now being called into question. However, advertisers aren't entirely blameless in this situation.
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