Brands are drilling down on transparency, and here are some of the reasons why

"UK brands are increasingly excited - yet still concerned - over the potential adtech offers their marketing plans, as programmatic spend in the country is tipped to top the £2.6bn mark. To help further awareness and address questions over transparency, marketing trade body ISBA has issued a set of guidelines to its members, below are the key highlights."

"In a sign of the growing interest in automated marketing, yet persisting lack of awareness about it, ISBA (the trade body for brand-side marketers) has issued a document dubbed The Programmatic Guide, to help promote greater awareness among its membership. ISBA has claimed that despite the marked increase in media spend using such technologies, its members are increasingly concerned that their media agencies are not doing enough to promote transparency as regards their media management practices, and is now acting to bolster levels of education."

UK brands show strong interest in programmatic adtech while also expressing concern about transparency and potential waste. Programmatic spend in the UK is projected to exceed £2.6bn. ISBA has produced The Programmatic Guide in partnership with Infectious Media to raise awareness and educate brand-side marketers. The three-part guide explains planning and creation of programmatic campaigns and methods to evaluate ROI. ISBA reports members feel media agencies are not doing enough to ensure transparency in media management practices. High attendance at programmatic events signals growing interest despite confusion over the adtech ecosystem's complexity.

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