Seeing Through The Smoke And Mirrors: Transparency In The AI Age

Transparency has become a currency of credibility in advertising. As clients require more responsibility based on the results, agencies, media companies and Internet platforms, they promise greater transparency. But how empty rhetoric is it and how serious is it?

For those people who think clients are glowing, I would advise us to wake up with the idea that transparency is not just Buzzword; It’s a business imperative. It’s not just ethics; It is also about efficiency. In a world in which every dollar is counted, brands need partners who are invested in their success as they are.

A larger holding company must recognize that their opaque practices are no longer sustainable despite the doubling of the purchase of the headquarters in the main, which was the main initiator of the merger with an omnica/IPG. If they fail to adjust, they risk losing their clients’ confidence and consumer loyalty. By demanding clarity and responsibility, brands can achieve better results, build stronger relationships and progress in the increasingly competitive landscape.

However, when the advertising landscape is examined, it is full of sinkholes.

Ai is a great new black box

Although the experimentation and adoption of Ai will probably lead to great progress and efficiency in the long run, there are holes today that can bring us down from our path to growth. Something as revolutionary as AI will also encourage the vicious behavior of the malicious opportunists.

Take Google’s performance Max as one of the brightest examples of the black box economy. Google says, “Performance Max helps you to achieve performance based on these conversion goals, providing more conversions and values ​​by optimizing performance performances in real time and through the channel using smart competition.”

But there is a lack of delivery of that sublime promise.

The PMAX-I target is also prone to Tome-not reveals or provides an insight into which the algorithm is a priority and why (ie, clicks than more quality) and how to effectively adjust bids for a profitable achievement of a true business goal of the client. Because of this, you need a human layer to ensure that the performance is truly confirmed and in the possibility you have started increment growth and proportions.

The brands on PMAX do not know how much is spent and where. Yes, you will get some good premium advertisement positions on the main Google channels, but too much budget goes to the end of the Google network where most of the stock is not where you would like the advertisement unit to appear. In the name of optimal cost, PMAX throws many of your investment in ticklish, blurry spots with a long tail. Media planning democratization is not a good thing when all too many platforms connect and serve creepy impressions and charging costs.

Almost all of these AI and black platforms are designed especially for DTC brands. An inherent request for direct connection with E -trade platform or the CRM system will adversely affect campaigns that are intended for awareness or incrementality.

AI in the media clings to the lines where your media is set. Brand safety, transparency control and visibility are removed.

Lack of reporting transparency cannot withstand

Do you get true expenses in your report according to the line, by placement, audience, towards tactics? How can you optimize a campaign without a true understanding of the cost that enters each item?

For too often, publishers give us contracted prices, but when you unpack the delivery, you find the domains that have been impressed by undesirable/low premiums or gearies excessively at irrelevant locations. For example, shopping delivers 15% for Anchorage where Mark has no trace. Human intervention should monitor pissing, otherwise you can unload all your impressions at once.

We should all work as open books when it comes to transparency. It is okay to use Nielsen and other services as a research, but agencies should exceed the additional kilometer to achieve complete transparency for their clients by building ownership of KPI measurements based on individual clients’ goals.

In the creation of these customized control panels, agencies have the opportunity to contribute to clients’ education, which would have a positive effect on the trust and efficiency of a partnership with the client and the agency, the Great wrote. Showing the value and Roas, this healthier dynamics could empower the client traders to remain people on the procurement with their “lowest possible rate”.

Complete transparency should be a role for a table

The brands have all the strength. If they have a will, then there is a clear way of fulfilling transparency. Regular audits can detect inefficiency and ensure that the calculations are effectively consumed. Customers should only choose partners who are dedicated to establishing and supporting full transparency as they do.

With this level of uncompromising responsibilities, the campaign can be built on effective insights, not on the preferred relations between suppliers.

The question is no longer if transparency is important, but: “What do you do to provide it?” For agencies, it is an invitation to rise above obsolete practices. For brands, it’s a mandate to look for better. Together we can create a more transparent, more efficient and more precious adcostava.

“Thinking guided by data“The media community members wrote and contains new ideas about the digital revolution in the media.

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