Amid continued exposés of fraud in the open web and beyond, advertisers — as usual — have to sort things out for themselves. But first, they need to recognise their own need for change.
More Nick Manning articles
Media trading currencies remain crude in an era that demands sophistication. TV can lead the push to change this amid the abundance of data and research available.
Jack Benjamin, Ella Sagar and Nick Manning examine Warner Bros Discovery’s latest earnings, Reddit’s forthcoming IPO and why agency-client relationships at holding companies have become less transparent.
Holding groups are increasingly using “principal-based” media trading models, but their lack of transparency goes against any progress made in client trust.
Columnist Nick Manning returns to the podcast alongside host Ella Sagar, editor-in-chief Omar Oakes, and reporter Jack Benjamin to discuss the latest results from Netflix and Omnicom’s recent acquisition of Flywheel.
Digital commerce will change the face of the marketing industry and Omnicom has gone for a land grab in this fast-expanding sector.
If the programmatic market resembles a car boot sale, as the latest ANA study suggests, then a more robust approach by advertisers and a flight to quality of execution should enhance the market’s status.
Digital is responsible for causing a sea change in advertising towards the need to prove impact and effectiveness now that we can better measure it, argued Nick Manning on a recent episode of the podcast.
Brands have always grown stronger and faster when scoring in 6s and 4s by using ‘Big Media’ — not worrying about singles.
There isn’t some conspiracy; advertisers want to sit beside the benign and predictable, not the combustible.