Treat the underlying causes of marketplace inefficiency
In an Op-Ed published on April 3, 2018 in The Drum, CMO Michael Nevins, explains the Chrome Ad Filter is more of a Band-Aid and less of a long-lasting solution to the quality issues that plague the industry today. Eliminating the most bothersome of ads is important, but reducing the overall number of ads is even more important.
Although a step in the right direction, the real industry cleanup will come when we address athe issue of transparency and quality head-on. Furthermore, why are we looking towards Google to lead the charge?
“Instead of an over-reliance on walled gardens, advertisers and publishers need to align cleaning up the marketplace by tilling new soil in discrete private gardens like private marketplaces and programmatic guaranteed deals that will promote a more virtuous marketplace,” explains Nevins.
Read the article in its entirety at The Drum.