More than eight in ten (83%) global chief marketing officers say the digital marketing landscape is being unnecessarily clouded with jargon, according to a new survey by media and marketing consultancy NewBase.
The survey of 1,000 CMOs, which looked at the issues facing the marketing industry, also found that 60% of marketing bosses want industry bodies to lead the way in combatting ad fraud. Google last year scrapped more than 1.7 billion ads due to fraud, more than double the previous year.
It appears CMOs are looking to industry bodies to tackle issues on a number of fronts. Over 60% said they would like bodies to clear up complexities in the digital advertising supply chain. While more than half (54%) want to see industry bodies introduce and control a standard measure for audience verification.
NewBase's survey highlighted that 93% of marketing chiefs agreed ROI and accountability are more important than ever and an even higher percentage (96%) wanted increased collaboration between agencies, brands, publishers and ad tech providers.
The profession is united and keen to see standard third party verification come into force, a third (over 34%) also consider ad tech to be broken beyond repair.
Mike Jeanes, head of insight at NewBase, said: “Globally marketers are united in calling for industry bodies to show leadership on the challenges facing the sector, the responses were remarkably consistent across region, industry sector and professional level. They are also keen to collaborate more with their business partners to make the digital supply chain more transparent, easier to use and understand. The profession is calling upon its leaders to act and make good on the promises made recently.”
By Jonathan Davies, editor, Digital Marketing Magazine
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