From Mi3 this week – Follow the money: Marketers must finally step up on digital ad supply chain, say Nestle, AANA, IAB, OMD and MFA – or no complaints when their ticket gets clipped
Nestlé’s head of eStrategy, Marketing and Brand, Martin Brown, says 50% of advertiser digital budgets going to working media is “not good enough” – 70% should be the baseline. With Canberra digging into the digital ad supply chain and PwC finding half of digital ad dollars are eaten up before they get to publishers, marketers must get a grip on where they are spending their money. If PwC’s numbers are right, north of half a billion dollars can’t be accounted for each year in Australia alone. Nestlé‘s Martin Brown – and AANA chair – OMD‘s Aimee Buchanan, Guardian Australia boss Dan Stinton and IAB chair and Pedestrian Group‘s Matt Rowley debate quality media, transparency, remuneration, brand safety and suggest cutting out programmatic middlemen could be key.
Read Paul McIntyre’s Deep Dive article (6 min. read):