Back in May, the Incorporated Society of British Advertisers (ISBA) released findings of its two-year-long research on the underpinnings and value of the current programmatic supply chain. The group interviewed 15 DSPs, including Vodafone, Unilever and Nestle, on the challenges they have encountered in fully understanding where their dollars are going. ISBA identified a need to work across industry to fix issues such as unattributable costs, money not getting back to the publisher and a lack of data-sharing between the buy and sell sides.
As part of the Programmatic Pioneers virtual event in Europe, Jens Bargmann, GM DACH, Nordics, Southern, Central & Eastern Europe at MediaMath, recently spoke virtually with Richard Kanolik, Head of Programmatic at Vodafone, to talk about how the industry has been working to solve some of these challenges since the ISBA report came out. Watch the below chat to see how a major EMEA brand is tackling topics such as transparency, in-housing and the future of advertising on the open Web.