Media, so vital to the wellbeing of the economy, has endured a turbulent year. Marketers questioned the quality of the supply chain. Agencies reorganized to reinforce their value proposition. Ad tech continued to consolidate. Publishers scrambled to make money and keep their two sets of customers – consumers and advertisers – happy.
While that short summary may appear to emphasize the negative, each of those challenges resulted in serious industry-wide conversations and, in many cases, new and emerging initiatives that will offer marketers, publishers, and consumers opportunities for growth and a better overall experience in the coming year.
Continue reading at Forrester
The TrustX Transparency Train Is Picking Up Speed. Next Stop: The Trade Desk
When TrustX launched in September, David Kohl was nervous. “One of the fears is that we would find ourselves in a situation where buyers were making demands that were ultimately not panning out to be so good for the sellers or that sellers would put something into the marketplace that wasn’t interesting to buyers,” said […]
Huge media companies like CBS and ESPN are banding together to fight Google and Facebook — but it may not be enough
Big media companies are working together to sell digital ads to better battle Google and Facebook The TrustX initiative, which includes buy-in from the likes of CBS, News Corp., Conde Nast and Vox Media, is ramping its capabilities while promising marketers a safe harbor for their ads Yet TrustX faces potential challenges, including competing agendas and […]