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Poll: Does the Future Success of Advertising Rely on Complete Transparency?
Image Credit TheBusyBrain Creative Commons license

Poll: Does the Future Success of Advertising Rely on Complete Transparency?


No small number of brands choose to market themselves on their commitment to a transparent service. Tom Triscari, chief executive of Yieldr, told PerformanceIN last month that his company "solves the evolving complex needs of programmatic advertisers with the most transparent platform and disposition in the marketplace".

In no other area is the issue of transparency more hotly debated than that of native advertising. Content recommendation platform Outbrain recently announced a new set of guidelines in an effort to improve transparency within its own media network. After seeing a promotion banned by the UK Advertising Standard Authority, the group responded to a complaint by a visitor being directed to an independent website, which was deemed non-identifiable as advertising.

Outbrain’s co-founder and CEO Yaron Galai stated the company's new rules were guiding principles which the entire industry should adopt. He added that "Placing audience satisfaction and trust first and foremost will future-proof our whole industry for growth”.

While you mull over recent events, do you agree that transparency is integral to modern advertising? Does the long-term success of advertising rely on complete transparency?

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Mark  Jones

Mark Jones

Mark manages all aspects of editorial on PerformanceIN as the company's Head of Content, including reporting on the fast-paced world of digital marketing and curating the site’s network of expert industry contributions.

Going by the ethos that there is no 'jack-of-all-trades' in performance marketing, only experts within their field, Mark’s day-to-day aim is to provide an engaging platform for members to learn and question one another, helping to push the industry forward as a result.

Originally from Plymouth, Mark studied in Reading and London, eventually earning his Master's in Digital Journalism- before making his return to the West Country to join the PI team in Bristol.

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