The gist: Five ANA conference attendees gave differing takes on whose to blame for transparency problems, but several placed the blame on marketers.
More information: “Bob Liodice, president and CEO for the Association of National Advertising, urged marketers, especially CMOs, to ‘take back the industry’ that lacks transparency and viewability,” wrote Digiday, summarizing Liodice’s speech at the recent ANA event.
“The current state is unproductive, unsustainable, and undesirable,” said Liodice, per Digiday. “CMOs can no longer let others do the heavy lifting for the industry.”
So Digiday asked five ANA Masters of Marketing attendees who they think is to blame for transparency issues.
One responded by saying that marketers must take control, “Marketers need to get more involved, educate themselves and ask more questions. They cannot just rely on their agencies or vendors,” the responded said to Digiday.
Another called for more collaboration between marketers and their agencies. “As a marketer, if you push back a little bit more and hold your agencies accountable, there could be more open conversations and transparency won’t be a problem. Public shaming for agencies is not helpful at all — it should be a collaborative effort between the agency and the brand,” the attendee said, per Digiday.