Summer's over. It's September and that means event season. One of the biggest in our calendar is Dmexco which has developed over the past eight years to become a leading event for digital marketing.
I was very pleased to read this article from Stuart Flint @stflinty about transparency being a key theme. I love the fast pace of change in marketing and technology. However, I feel this is often been at the price of transparency. The good old phrase 'smoke and mirrors' comes to mind when you start to scratch under the surface of many 'new' innovations.
I will be watching intently how the "continued drive to clean up digital advertising and offer brands more transparency and simplicity" unfolds.
But this being on the agenda at a majority industry event can only be a good thing, especially for client-side marketers.
Ultimately, advertisers want safe environments for their brands and the entire digital ecosystem must deliver on this to win hearts and minds of consumers and budgets from advertisers. That being said, the industry is very much aware of its pain points and is evolving quickly to build greater trust with buyers, expand transparency and ensure brand-safe impressions through better tools and methods. With GDPR fast approaching, it’s fair to predict that data will be a hot topic over the two days. The IAB, for instance, will be hosting a privacy debate on how to embrace the new world order from 25 May. In my opinion, GDPR shouldn’t be viewed negatively, instead by making consumers opt-in, marketers have an opportunity to build greater brand trust.