Nathalie LE BORGNE, CEO and Founder of Adledge, addresses this years’ two hot topics which has the advertising ecosystem fully fixated.
Transparency is the very essence of what the digital advertising industry should be, where everything is precisely verifiable and recordable, unlike in other media.
We at Adledge offer transparency on all sides of our business for our clients and partners.
Our platform gives our clients and partners access to their data in real time. They have full visibility across their campaigns, which is entirely customizable. Further to this, we are very proud to have received MRC accreditation this April, where all our measurement processes have been audited.
Which actors do you think would benefit most from being transparent?
Publishers would benefit the most as they could demonstrate the quality of their inventory compared to the main platforms that are closing their doors and are using filtered feeds of data to provide to others for viewability, fraud and Brand Safety.
What do you think of GDPR?
GDPR was created with good intentions, since the noble idea is to protect consumer privacy. I personally feel it might backfire, since it gives greater power to the larger organisations which are mainly walled gardens. Users will continue to give their consents to these companies as they can’t avoid to use their services.
GDPR doesn’t intrinsically affect us at Adledge, since our systems do not need to track the users to measure transparency, viewability and safety. We developed our platform to avoid using cookies or any PII, but like others, we will be affected at some point down the supply chain.
Large companies will continue to use walled gardens, to feed others with filtered information and will put privacy as a side preoccupation. While others will have to put tremendous efforts in transparency without the guarantee that the advertisers will prefer quality to quantity.
The efforts of the industry in the future should focus on diversifying the sources of digital advertising and relying less on walled garden which have their own agenda first.
How do you think the digital market could be more transparent in the future?
We have recently seen large advertisers make bold statements, which now needs to transpire to stronger actions. Advertisers need to stop working with companies that are not transparent. They need to expand their portfolio from the concentrated few and allow for new players for a healthy marketplace. Advertisers need to change the way they buy media, so that transparency becomes a reality rather than an aspiration.