"Brand marketers and agency buyers are skeptical of DSPs' transparency claims. Competitors like Viant are reaching out to TTD clients, promoting their transparency standards and openness to audits."
"CMOs 'don't really care' how their tech partners run their businesses. They only care about seeing results, indicating a focus on performance over operational transparency."
"Despite the hullabaloo, buyers aren't much persuaded. They're spending most of their ad money through Big Tech platforms known for being black boxes."
"Publicis Groupe is getting off the acquisition bench, buying WME Group's 160over90 agency, adding 670 employees to its sports team and enhancing its investment in sports marketing."
Brand marketers and agency buyers express skepticism towards DSPs' transparency claims. Competitors like Viant are actively promoting their transparency standards to attract clients. CMOs prioritize results over operational transparency. On the B2B side, companies like StackAdapt and Quantcast are targeting marketers on LinkedIn. However, buyers remain unconvinced, continuing to allocate funds to Big Tech platforms. Publicis Groupe is expanding its sports marketing capabilities by acquiring WME Group's 160over90 agency, enhancing its investment in sports and data-driven advertising.
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