Most Read Contributor in United States, March 2017
Advertisers aren't alone in their quest to clean up the
digital media ecosystem—this, according to an open letter penned by Digital Content Next
(DCN) CEO Jason Kint.
Kint's letter was in response to P&G Chief Brand Officer
Marc Pritchard's IAB speech last month, where Pritchard drew a line
in the sand regarding the quality and transparency P&G will
demand from its digital media buying agencies. Pritchard vowed that
P&G would stop accepting excuses and asked that fellow
marketers do the same: "[t]here is tremendous power in the
collective force of our industry."
Kint's letter makes clear that some publishers are willing
to do their part, too. DCN is a trade association of premium online
publishers that includes the likes of Hearst, The New York Times
and Turner. According to Kint, DCN publishers "heard
[P&G's] calls for human, viewable, third-party accredited
inventory [and]. . .brand safety," and are committed to taking
meaningful steps toward building a trustworthy digital media
DCN publishers, Kint said, are only minimally impacted by bots
(3%), embrace the Media Rating Council's viewability and
verification standards, and will work to foster transparency from
start to finish in the digital media buying process. DCN's
commitment to transparency is palpable, having just launched the
"TrustX" marketplace, which strives to meet the highest
advertising industry standards for "performance, quality, security and
privacy." Kint concluded his letter by formally inviting
P&G and leaders from the Association of National Advertisers to
DCN's next board meeting for the groups to discuss best
practices and accelerate collaboration.
Certainly, the DCN alliance with marketers will help increase
the pressure and scrutiny on digital media buying agencies. But
whether the 80+ premium DCN publishers' efforts will spur other
publishers to take similar action in the marketplace remains to be
This article is presented for informational purposes only
and is not intended to constitute legal advice.
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