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As global media reviews for big brands like AB InBev, Amazon and McDonald’s continue to play an outsized role in determining the ad industry’s biggest winners and losers, transparency is top of mind for every marketing chief.
One new agency proposes an answer in the form of the labyrinthine technology known as blockchain.
“Programmatic doesn’t have to be problematic,” said Adam Graham, CEO of The Marketing Group, in explaining the launch of its newest agency, Truth. “That’s our starting point: everyone’s talking about transparency, but no one’s doing anything about it.”
The London-based shop claims it can use blockchain—which is now best known as the technology supporting virtual currency Bitcoin—to eliminate all possibility of the sort of undisclosed rebates between media buyers and publishers that led P&G’s Marc Pritchard to describe the media supply chain as “murky at best and fraudulent at worst.”
According
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