In a bid to fight online fraud and piracy, GroupM enlists one of its own to lead the charge.
The brand safety role is a new one. Why did GroupM need to create this position?
As opportunities with data and measurability and new efficiencies emerge in the digital supply chain, so does complexity. When there’s complexity, there are tons of intermediaries, and where there are tons of intermediaries, it makes things more complex. Inevitably there are risks that appear—not just fraud—but risks of are my ads being seen? Are my ads being placed in appropriate positions? Am I getting the right target audiences that I asked for? All of these potential risk areas emerge and whilst clients are moving funds from linear into digital, they are also saying we really want to make sure that our brands are safe, we’re getting what we asked for and that we enjoy the efficiencies that digital promises.
You’re just under two months into the new role. How’s it going?
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Denne historien er fra September 5, 2016-utgaven av ADWEEK.
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News Anchor Of The Year Megyn Kelly
From Trump to ailes, the fox news personality fearlessly faces off with the powers that be—and ends up crushing the cable ratings race.
The Big Bang
Global consultancies are rocking the agency world, creating a new universe of offerings that meld marketing and technology.
DROGA5
Using the fingers on just one hand, David Droga argues, you can count the number of agencies that possess a “strong soul.”
Ogily
When it comes to leadership changes, 2016 will be remembered as a time of disruption.
The Myth of White Space
'Brands have to stand out in an obvious crowd—not stand alone in an unusual spot that no one cares about.'
Brand Phelps
Can the greatest olympian in history be as dominant out of the pool as he was in it?
Masters Of Their Domain
WHY DIGITAL BRANDS ARE KILLING IT IN ECOMMERCE. BY LAUREN JOHNSON
Winners' Playbook
BRANDS OFTEN FIND THAT WHEN THEY AIM TO DO GOOD, THEY ALSO END UP DOING WELL. HERE ARE FOUR RULES TO KEEP IN MIND. BY DAN TYNAN
Flipping The Disruption Script
THE FORTUNE 500 SHOULDN’T REST ON THEIR LAURELS OF HAVING A FIRST-TO- MARKET ADVANTAGE.
MCCann
All things old were new again in 2017 as McCann dominated the U.S. agency landscape with a string of wins and created the most-discussed campaign of the year in Fearless Girl.
