transparency

10 posts

Cybersecurity Law: China builds its new Great Wall

In June 2017, China’s newly-established cybersecurity law came into effect. The law refines rules about personal information protection and related sanctions, and defines rules about cross-border data transmission. The establishment of the law standardises network operators’ rights and duties in Chinese cyberspace, and sets forth clear guidelines regarding data use both for local companies and international brands operating in China. Should these new laws be cause for concern for Western multinational brands and tech companies?

Is in-housing media buying a miracle cure? Part 2

It is no secret that the digital revolution is completely transforming the role of media agencies, since Search or programmatic campaigns are not managed the same way as TV or print budgets were in the past. This shift also affects media buying!
Faced with this new order, in-housing has emerged as a fitting solution for a growing number of advertisers – integrated first by pure players. As their business models are changed by the digital transformation, more and more advertisers are taking this step, with varying stakes.
Despite being an established trend, in-housing somehow remains little-discussed. fifty-five’s Pierre Harand, Managing Director France, volunteered to share some tips for responding to the most frequently asked questions for advertisers.

 

What does media buying in-housing mean for the future of agencies? Part 1

It is no secret that the digital revolution is completely transforming the role of media agencies, since Search or programmatic campaigns are not managed the same way as TV or print budgets were in the past. This shift also affects media buying!
Faced with this new order, in-housing has emerged as a fitting solution for a growing number of advertisers and despite being an established trend, it remains little-discussed. fifty-five’s Pierre Harand, Managing Director France, volunteered to share some tips for responding to the most frequently asked questions for advertisers.

Media-buy: is internalisation the new trend? Take our survey!

Advertisers are understanding that data is key to building a consistent and innovative brand experience, and that it is no longer just a media resource but a strategic topic that should be shared across the organisation globally. As a consequence, some advertisers have recently started to bring media-buy in-house.

How ad fraud threatens the whole programmatic industry

Ad fraud has been around for years, but the rise of programmatic and audience targeting campaigns has made it a top concern for brand marketers. Though nobody agrees on its real impact on advertising budgets, fraud casts a shadow on the whole programmatic industry, which eventually leads marketers to re-allocate budgets to allegedly safer environments like Facebook, YouTube and Snapchat.

Data protection: a new trust agreement

The client is king in marketing, and the client’s needs are at the forefront of the design process for new services. Certain questions gnaw away at marketers from Monday to Friday, such as “Are we providing the best possible user experience?”, “What does the app we’re developing truly offer?”, or “Does our product respond to a real market needs?” First answers to these responses can be provided by data: if a user visits my site, I know what product interests him or her; if he or she has read articles on a partner’s platform, I know what tone to use when I address him or her.

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Publication

Lan Anh Vu Hong

Crédits photo

Mats Carduner, Adobe Stock & Unsplash

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