"Transparency is a means to an end. CMOs don't really care about how you go about running your business. What they do care about is that you do right by them."
"Viant has been the most aggressive. They were mostly generic and focused on their transparency, which from my perspective is no different whatsoever than The Trade Desk."
Recent transparency issues in programmatic advertising have led competitors to aggressively market their services, particularly following The Trade Desk's fallout with Publicis. Despite outreach from companies like Viant, buyers are largely unconvinced, prioritizing value and performance over transparency claims. Client inquiries about the situation have been minimal and more inquisitive than urgent. Roy Geva Olmert from RTBHouse emphasized that CMOs care more about results than the operational details of transparency, indicating that the current competitive tactics may not resonate with buyers.
Read at Digiday
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