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28 September 2017

Keith Weed Demands More Transparency From ‘Murky Digital Media Supply Chain’

Unilever's top marketer Keith Weed used his Ad Week New York keynote address to demand more transparency from players like Facebook and Google, attacking the “murky digital media supply chain.”

In an Ad Week keynote address, Unilever's chief marketing and communications officer spoke of the “murky digital media supply chain” and reiterated that the CPG giant wants 100 per cent viewable ads and the ability to have all its ad campaigns verified by third party measurement providers in order to demonstrate return on investment, The Drum reported.

He added: “One thing that’s holding us back is that the digital media supply chain is still very murky, and still isn’t where it should be. You can still say hold on it’s a new area. But is it really new now?”

His comments follow calls by Procter & Gamble’s Marc Pritchard who recently renewed his calls to clean up the “substantial waste in what has become a murky, non-transparent, even fraudulent digital media supply chain” and to tackle fundamental issues over the value advertisers are getting for their digital advertising spend.

Mr Pritchard told the Dmexco conference: “the bloom came off the rose for digital media” in 2017. “We’re relentlessly pursuing media transparency for a clean and productive media supply chain. We’re leaping to the next disruption through mass one-to-one marketing. And we’re stepping up our voice in advertising as a force for good and a force for growth.”

In his speech, Mr Weed said there were a number of areas where the supply chain must improve including minimizing the impact of ad fraud, as well as brand safety.

He said: “We’re not quite there, but we can give ourselves a tick on that, but the one I’d really like to highlight on the report card here is cross-platform measurement.”

“And this is critical because at the end of the day we’ve got to be able to see over the walled gardens of the Googles and the Facebooks and the Twitters and the Snapchats, and be able to actually measure across the whole market.”

“It’s in all our interests, as the good guys will win, and take all the fraud off the market,” he said. “This will bring much more growth into the digital world.”