Alberto Ciurana
Alberto Pardo, CEO and Founder of Adsmovil, shared with PRODU an analysis on the biggest media buyers worldwide, P&G, announcing the implications of agencies contracts reviews in 2017, after Facebook admitted failures in the measurement of their digital campaigns, and the obvious transparency problems that implies. According to Pardo, this is “a hard blow for those who operate correctly and seek best practices. However, he explains that it is also an excellent opportunity to improve and apply new solutions. “Measurement and verification tools will be almost mandatory in order to verify the effective delivery of clicks and impressions in advertising campaigns on social and programmatic platforms” he stated. The initiative, led by P&G, will have an impact on all advertisers. According to Pardo, in 2017 brands will focused on measuring tangible goals, such as subscriptions, downloads, purchases, and verifying that campaigns have actually been watched. “Because of this, AdTech will have to continue to work on reliable verification models to support brands with this problem. Our role is to prove that investment on mobile advertising is effective for advertisers that want to reach their campaign goals and strategies” he added. He ended by saying that 2017 will be an agitated year for the industry, alongside being the ideal moment to work hard, since “our own reputation depends on our success.”
