Transparency In Programmatic Marketplaces Starts With Data: ANA
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The Association of National Advertisers found that out of the 67 member companies that volunteered to participate in their study, only 21 could obtain log data to complete it. The other 46 companies couldn't obtain log data because of legal constraints or some other impediment.
“While brands appear to have more access to data today, data gaps and lack of transparency still plague the programmatic space,” the report said. “The most common explanation is simple: if brands don't own their supply contracts attached with specific data rights, or require their agency to obtain access to such data for them, then they are blocking themselves from turning data into valuable information to optimize decision making.”
“While brands appear to have more access to data today, data gaps and lack of transparency still plague the programmatic space,” the report said. “The most common explanation is simple: if brands don't own their supply contracts attached with specific data rights, or require their agency to obtain access to such data for them, then they are blocking themselves from turning data into valuable information to optimize decision making.”
