This post originally appeared on AdExchanger on October 2, 2013.
By Adrian Tompsett, VP of Business Development
Folks continue to lament the lack of brand dollars in digital, especially in the auction-based exchange environment. One of the primary reasons we do not see more dollars flowing – other than for tracking performance of CPA campaigns – is because the supply side does not provide enough transparency into what it is selling.
That’s why we need to take a cue from a consumer law passed under Lyndon Johnson in 1966 that says informed consumers are essential to the efficient functioning of a free-market economy.
“Packages and their labels should enable consumers to obtain accurate information as to the quantity of the contents and should facilitate value comparisons,” stated theFair Packaging and Labeling Act. “Therefore, it is hereby declared to be the policy of the Congress to assist consumers and manufacturers in reaching these goals in the marketing of consumer goods.”
That’s in stark contrast to buying impressions from exchanges, which have no consistent categorization, even within a single exchange. Sites are routinely anonymized or passed through with incorrect domain information. The same publisher may be available across multiple exchanges, but performs markedly different with no label to explain why.
To continue reading Adrian’s thoughts on transparency and how to eliminate these supply side issues, read the full article on AdExchanger!