• by Joe Mandese  @mp_joemandese, March 23, 2015

Got your attention? Good. Well FTD Companies marketing, advertising and media chief did just say that following the Programmatic Insider Summit panel on branding. It was during the Q&A and I asked the panelists to what extent kickbacks and AVBs are impacting the way they think about programmatic as a branding medium. Also, because Jon Mandel recently drew attention to the issue with his recent expose at the Association of National Advertisers’ media conference.

To be fully transparent, what Fairbairn said in its entirety, was: “I’ll pay a 40% kickback out of my media dollars, if my media efficiency is there on the back-end.”

By that, he said, it’s just a “matter if I’m getting results.”

That said, he added that, “If I can do it myself and cut that out, there’s an issue there.”

Moreover, Fairbairn said he currently is “not doing those types of deals.”