transparency

13 posts

Walled gardens: GDPR will build even higher fences

Doors and gates are closing, while APIs are under lock and key: GDPR and recent data leaks mean that platforms are filtering data access for external partners.
What effect will the GDPR (and the resulting heightened data vigilance) have on brands and so-called walled gardens?

Hugo Loriot, Global Director Media at fifty-five, explains it all.

GDPR and ePrivacy: spot the difference

There’s been a lot of talk about the terms of the GDPR (General Data Protection Regulation) and ePrivacy Regulation, but – contrary to what many seem to believe – the two may not be referenced interchangeably. To avoid any confusion, fifty-five explains the difference between these two regulations and their scopes of application.

 

OK Google! ...What happened in marketing and advertising in 2017?

Is it safe to say that 2017 was a pivotal year for the world of marketing and advertising? We’ve outlined six trends that marked the past year that you’ll likely be hearing more about in 2018. As the year begins, it’s a good time to think about current concerns in the industry, and to fully understand new trends!

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.

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Mats Carduner, Adobe Stock & Unsplash

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