How much media transparency? Some people believe it is not just getting media transparency from publishers -- but media agencies are
well.
When asked what kind of transparency media agencies should have, Tim Hanlon, founder/chief executive officer of The Vertere Group, speaking at the OMMA RTB Chicago
event, said: “Everyone is entitled to make a margin. It is a matter of rethinking what is the fair amount of profit for conducting business.”
He adds:
“Everyone is just fearful of everybody being found out. if it’s going to happen, it needs to happen across the spectrum.” And he believes all parties could then be remunerated
fairly.
When asked if this -- perhaps as a consequence -- this could mean some clients leaving their media agencies are going direct to publishers, Tracey Paull, senior
vp/director, Deliver, Starcom USA, said: “When clients are going direct, I don’t worry because I know I have value.”
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