Smart Brief : Marketing leaders name digital’s biggest challenges

Senior digital marketing leaders gathered in Hollywood, Fla., last week to discuss the most pressing issues in the industry today at the IAB Annual Leadership Meeting. Top of the agenda was the controversy around fake news and how advertisers can help restore consumer trust.

Attendees heard from incoming IAB Chair Jim Norton, who emphasized the value of quality storytelling, and from P&G’s Chief Brand Officer Marc Pritchard on how his company is streamlining its media supply chain to ensure media transparency – including adopting the Media Rating Council’s validated viewability standard. They also held town halls to discuss what should be on the industry’s agenda this year.

SmartBrief caught up with several attendees to get their thoughts on the biggest challenges facing the digital ad industry right now. Here’s what they had to say:

Darshan Patel, senior director of ad product & marketing strategy at Conde Nast

It’s a great time to be a publisher. We are now working closer than ever with our industry partners to get the right ad to the right person at the right time. Whether that user has intent to make a purchase or just wants to learn more about a brand or product – we have that data and are working hard to keep relevance high in all aspects. My team gets to be part of the conversation on an ongoing basis as we solve how that data aligns with each brand’s audience and how that audience aligns with our advertiser’s goals.

That said, there are still major challenges for our industry to work through in 2017. One of the challenges Conde Nast is tackling head-on is finding the right balance in delivering content and monetizing our brand properties. Publishers understand slideshows, mastheads, and roadblocks all can interrupt the user’s experience. Our team is committed to determining the right balance between monetization, delivering a beautiful and seamless user experience, and continuing to distribute honest editorial.

Daniel Feldstein, head of marketing at Medialets

To me, the issue running through the entire conference is really truth and trustworthiness. Marc Pritchard was spot on with his assessment of what brands need to do to hold their partners accountable. At Medialets, we work with the world’s biggest advertisers to help them get what they’ve paid for in mobile and to accurately assess attribution across their media. Independent third-party measurement is important not just for us but throughout the industry — whether the issue is viewability and where ads are running, that ads are not running alongside fake news, that advertisers are getting the inventory that they are paying for, or that they can verify that someone has seen it and not just a bot or spider. All these things come down to the fact that as digital we need to present buyers with something that’s credible and transparent — that they know what they are getting and have an objective third party to validate their spend. (Continued…)


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