With ISBA yesterday (28 April) announcing a new contract designed to create more transparency for advertisers negotiating with media agencies – the first time in more than a decade it has taken such a step – it appears that more and more marketers are losing faith in the controversial rebate model.
More than 70% of global advertisers and agencies agree that the way an agency manages rebates is the biggest barrier to building long-term trust, according to ID Comms’ 2016 transparency survey.
Advertising technology platforms are now so pervasive that specialist expertise is needed to achieve maximum value from media buying. At a roundtable sponsored by AdRoll, marketers and media agencies debated where brands should look for help.
The Internet Advertising Bureau (IAB) has released its first set of guidelines that aim to make digital native advertising clearer, as it warns that consumer’s trust with brands can be damaged without further clarity.
At the end of every week, we look at the key stories, offering our view on what they mean for you and the industry. From the impact of marketing budgets being cut to the value of longevity, it’s been a busy week. Here is my take.
Netflix says it will stop reporting subscription numbers, instead looking at engagement as a key indicator of customer satisfaction and the future strength of the business.
‘That’s why mums go to Iceland’ has been a long-running slogan for the retailer, but it has been tweaked to reflect “all aspects” of its consumer base, its chairman says.
In a bid to create best-in-class teams, how are marketers striking the balance between rewarding existing talent and bringing in new blood?