Tazeen Hasan commenting on the recent statements of Maxus Worldwide CEO Lindsay Pattison as she speaks about the Frauds plaguing the advertisement market pointing out the wrong statistics Facebook reported about its Video views. Pattison stresses the need for third-party re-verification in the backdrop of Facebook controversy.
Media surrounds us more than ever in everything we do and media is driven by data. Media agencies worldwide churn through competitive intelligence, campaign effectiveness, and website analytics. But somehow agencies seem to forget relationships and trust. Also digital media market is plaguing with Frauds as evident by recent Facebook controversy.
In a recent seminar reported by Adnews Australia, Maxus Worldwide CEO Lindsay Pattison pointed out the need of third-party measurement in the light of fraudulent attitude of Facebook regarding its reporting of video views as the perfect example of third-party measurement need.
“It’s wise not to gloat about the issues facing Facebook, but to simply reiterate we must have third-party verification, you can’t mark your own homework, and we need media and digital companies to collaborate on cross-platform measures so together we can tackle the ambiguities facing us,” she said stressing that we can't trust Facebook without third-party re-verification.
Pattison also stressed the relationship of media agencies with the clients more than anything else. “Isn’t it ironic that just as we need to see more of each other and trust each other more, we find ourselves doing the opposite,” she says talking to Adnews Australia.
She Pointed out that clients and agencies seem to be less open with one another in recent times, she stressed that agencies and clients come together to solve the mutual problems.
According to her statements, a smart client knows they have to pay constantly to get the results while remaining ruthlessly locked down to media values. “Agencies needs to be rigorous and transparent, and I urge all brands to work with us to make sure they understand our challenges,” she said.
She also noted that there needs to be more competition for Google and Facebook's dominance in the digital space adding that Verizon's acquisition of AOL would hopefully offer that.
More importantly, Pattison is in favor of more transparency but she can definitely feel that Maxus and GroupM both are reluctant and would disagree the recommendation put forward by Australian Association of National Advertisers, AANA as new guidelines on Contracts. The AANA guidelines clearly say that, it is primarily the responsibility of advertisers to drive the transparency agenda and make sure they know exactly what their media agency is contracted to deliver and that it's fair.
Let's see how Australian advertising landscape reacts to the transparency guidelines which have been largely rejected in other parts of the world.
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