SO WHAT IS
HOW TO REVERSE
THE RISING TIDE
OF AD FRAUD
SEALS X FACTOR
Amidst chaos and terror in Westminster, Google under fire and publicly apologising and George Osborne’s surprising and controversial appointment of The Evening Standard, there were lots of interesting and inspiring discussions to watch at Ad Week Europe this year.
The most prominent discussion and one that has received extensive coverage in the national and indeed, international, press was, of course, Ad Fraud and Brand Safety.
Following the release of an m/SIX, The & Partnership and Adloox study around the real scale of Ad Fraud, ‘What Happens Next: How to Reverse the Rising Tide of Ad Fraud’ and our Chairman Johnny Hornby speaking at The Guardian Changing Media Summit the week prior, Ross Barnes, Group CTO, spoke to BBC Worldwide to kick off Ad Week Europe. During a very early interview on Monday morning on The World Business News, Barnes urges Google and Facebook to respond to the industry’s demands during Ad Week.
m/SIX Global CEO, Jess Burley, spoke on one of the first panels of the week, ‘Agency Debate: Fast Forward to the future’ on the IPA Centenary Stage. Debate was aplenty as the panellists discussed the Brand Safety issues, data driven modelling and creativity. Burley talked about the true role of agencies and the integrated approach m/SIX has with its clients, with both Toyota and News UK accounts run by media and creative hubs sat at the heart of the clients’ offices. She also commented on Ad Fraud, saying ‘we were deeply concerned that the magnitude of Ad Fraud wasn’t fully understood’, so m/SIX and The & Partnership carried out a study with a preferred 3rd Party Ad Verification Technology.
Later on Monday afternoon, CSO, David Grainger joined some other key industry figures to discuss ‘Planning in a Programmatic Age’, sponsored by MediaIQ. Key concerns for these strategists were the evolving times of media agencies and whether the focus on hiring tech and data folk meant the industry was missing out on storytellers. However, Grainger said you could spot strong planning talent and young enquiring minds from a very early age and these are the people we, as an agency, want to harness and develop.
New UK CEO, Ali MacCallum, also joined MediaIQ on stage on Tuesday, discussing ‘Moving Beyond the Cookie’. He gave a great overview of the role of data within m/SIX and new, customer-centric marketing models that are driven by data, insight and tech. He believed that we are now witnessing an end of an era of immaturity in programmatic and data and we are now in an age where we are understanding the true value of data and greater visibility on our audiences.