At a time when digital media appears to be accelerating share gains vs. traditional media, questions regarding its underlying veracity -- especially the accountability and measurement of its audience delivery -- are looming. This may not matter for some big marketers who appear to beincreasingly focused on ecommerce results (ie. sales) regardless of what the efficiency of its media buys are in terms of audience delivery, but an update from the Media Rating Council indicates many digital media platforms are reverting to a non-accredited industry standard.
"Some observers may have treated this as indicating that the whole affair may have been a scandal that never was," GroupM's Wieser writes, noting it does not take "away from bigger issues of mis-managed data access, poor ethical behavior and heightened awareness by consumers of legal uses of data, which were inconsistent with expectations and which contributed to enhancing the polarization of societies around the world."
Just weeks before the U.S. presidential election, confusion and uncertainty is the theme for all things American, including the ad industry. "A diagnosis of COVID-19 for the U.S. President amplifies these circumstances," says GroupM Business Intelligence chief Brian Wieser.