Digital publishers and platforms have become adept at controlling fraud, but not so good about more subtle problems around content adjacency. There remains a lack of transparency around where a marketer’s content will run and the impact of associating with sensational advertising.
Says Scott Hagedorn, CEO of Omnicom Media Group in this BeetCast podcast moderated by Matt Spiegel, EVP of Transunion.
Part of the problem is that sensational content optimizes algorithms that in turn pull advertising in. While the number of impressions might be high, associations with the content is not necessarily valued and potentially detrimental to the advertiser, Hagedorn warns.
In this wide-ranging conversation, topics include identity, privacy and the importance of the integration of the supply chain with media investment.