Why some ad tech veterinarians have doubts about Havas’ new transparency platform

While a digital ad needs to be clear to construct the sale, the digital ad industry has been racking up zillions of sales in ad placements while being as clear as a muddy pond.

This week, the pondas muddiness was confronted by major ad group Havas, which launched a platform that the company tells is the first to offer full visibility into the programmatic digital ad system in real period. This comes on top of recent efforts at transparency-related answers from Havas challengers Omnicom, WPP and Dentsu Aegis.

Called the Client Trading Solution, the Havas platformA is intended to let advertisers track their exact ad spending as well as the real-time performance. To find out if this new platform matters, we pinged some ad tech veterans.

Jay Friedman, COO of programmatic media firm Goodway, doesnat think this Havas offering will make much of a difference — and he doesnat believe the key problem is transparency.

aWhether a brand has access to the dashboard, the invoices, or any other datum, there are styles bureaux are get around these things, a he told me via email. Itas not about the tech, he told, but human behavior.

[ Read the full article on MarTech Today .]

Read more: marketingland.com

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