Panelists from Unilever, Kimberly-Clark, Mediaocean, and IBM discuss how blockchain technology will bring transparency and accountability to the advertising ecosystem.
By 2025, ad fraud is predicted to cost advertisers and their industry partners more than $50 billion unless a dramatic change takes place. Mediaocean, as well as other companies, are looking to make those changes using blockchain technology.
Marketers are under more pressure than ever before to improve transparency, maximize every media dollar, and measure and prove campaign impact. Effectively doing so requires greater accountability across the ecosystem and the need to embrace data as core competence.
As more media budgets move digital, the industry has struggled with fundamental transparency issues – supply chain transparency, brand safety, media tracking and measurement, and the advertiser-agency relationship. Despite awareness being at an all-time high, there is still much to be done to solve the problems. Here are several strategies to consider.
As first reported by Axios, Mediaocean announced a partnership with Adobe's Marketing Cloud to integrate digital ad buying with TV. Adobe's Marketing Cloud is an independent media buying tool that represents over $3 billion in ad spending.