The Dentsu Aegis Network is a large agency of more than 35,000 people, specializing in helping brands connect with consumers. Their real claim to fame is convincing customers to spend huge sums on digital advertising. However, at an industry event sponsored by Google last week, Sasha Grujicic, chief strategy officer for Dentsu Aegis Canada, admitted: “I’m a little oversold.” He acknowledged the ad industry’s efforts to ensure digital opportunities are properly interpreted and followed through. From the start, he said, clients complained about poor ROI and sales, but he and his team of minions would change the conversation to “But we got clicks!” or “But we had opinions!” Essentially, What Gruujicic is admitting is years of blatant promises that they fully understand the digital media his company makes millions of dollars from fees and charges that have not had a meaningful and positive impact on the business.
For some reason, his guilty plea didn’t spark as much outrage or controversy as misrepresentation at other companies, such as the current Wells Fargo mess. But I see some similarities. Savvy media agencies have blatantly exaggerated the impact of digital advertising, while unwitting CMOs have lost billions of dollars to irresponsible online marketing campaigns. The disturbing trend in programmatic digital media buying is the free denmark phone number most alarming. Today, programmatic advertising accounts for more than half of all digital display advertising in the United States, but it raises many serious concerns, including evidence of blatant fraud.
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At the recent Programmatic Summit, Digiday identified fraud as one of Programmatic’s biggest challenges for brands, agencies and publishers. Zachary Weiner, CEO of Emerging Insider Communications, noted that programmatic ad fraud is primarily “…caused by impersonal traffic, botnets, and traffic exchanges…[this]…allows impressions to be stolen from innocent computers while you sleep , or they set up a sort of black market, peer-to-peer system to generate fraudulent impressions in a network of willing conspirators.” Lack of transparency and unethical business practices make it difficult to weed out fraudulent impressions and clicks from legitimate impressions, This means that companies are more likely to pay and set metrics for digital media rife with unethical behavior.
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A New York Times article said: “Ad management platform company Vindico believes that 57 percent of the 2 billion video ads surveyed in two months were actually “invisible.”
Mr. Gruggic’s agency, and many others like it, are the main reason why so many marketers continue to spend heavily on digital media strategies despite easy access to better options. Their sophistication and merchandising skills cost clients billions of dollars in irreparable advertising costs, which may not improve their bottom line. But the client is also responsible for this. CMOs need to step up and hold themselves and their teams more EA Leads accountable. They have to start focusing on improving efficiency. Giving media buyers money to go after the human impression is certainly effective marketing, but on par with embracing the cult branding principle, which has proven effective in fostering internal and external engagement, which in turn increases profitability.