Data Transparency In Advertising Is A Huge Issue -- Can FDA-Style Labels Help?
Not too long ago — about 10 years — a CMO client of mine explained with surprising candor how his job was evolving. “Up until a couple of years ago, I set my marketing strategy in October, got it approved in December, and then executed on it over the course of the following year — without much fanfare or even oversight. Now I’ve got everyone from the CEO and CFO to business unit GMs stopping by my office every week to ask about new tactics I should employ, that they're reading about in the Wall Street Journal. And so I try to be proactive and aggressive, but to be honest, at least half of the time I don't know what the heck it is that I'm buying from agencies, publishers, or ad tech companies."
cc: Digital Content Next, Chief Digital Officer, Digital Marketing Audit