This week on “Marketing Today,” my guest is Jason Kint, CEO of Digital Content Next, a nonprofit trade organization that plays a strategic role working on behalf of digital content companies in managing direct relationships between consumers and marketers. In doing so, DCN provides research and advocacy in guiding established media companies, including The New York Times, NBC, Condé Nast, and ESPN, as well as digitally native organizations like Slate, Vox, and Business Insider.
During the course of our discussion, Kint outlines DCN’s premium digital advertising marketplace, TrustX, and discusses the duopoly of Facebook and Google as well as the issue of trust -- or lack thereof -- when it comes to those two platforms.
Talking about privacy practices in the digital realm, Kint says, “If you look at the data around user trust, in the digital environment and digital advertising, whether it be banners and buttons or on mobile or any format, it’s really, really low relative to television and magazines or any other format. Why is that? Because consumers have never gotten comfortable with the way the digital advertising experience works, and this idea that they’re being tracked across the web only makes that worse.”
Kint goes on to add, “And so it’s something, as an industry, we have to solve for.”
Highlights from this week’s “Marketing Today” podcast include: