Get in touch
hero image
No Trust Without Transparency
01.22.21 | Sean Nowlin, Director, Programmatic

Transparency has been a digital marketing buzzword since the first consumer noticed retargeting ads following them around the internet. Trust issues within walled gardens continue to gain attention, and advertisers, platforms and publishers all need to work together to rebuild trust.

The key to gaining consumer trust is transparency within advertising. Improving trust can also improve consumer experience, and it is key to proving out the value of digital advertising.

Cookie-Less World

When Google announced a move towards greater privacy with a plan to end reliance on cookies, the industry began to scramble to find a reliable solution. Apple then shook marketers with the announcement of their App Tracking Transparency plan. The promise of the internet as a grand marketplace is impossible without user trust and the ability to measure success of marketing efforts. Fortunately, there are stakeholders working on solutions to protect privacy while providing advertisers a way to target and measure the success of their campaigns. 

Consumer Behavior Shifts, Marketers Follow 

Consumption of Connected TV (CTV) is one of the top industry stories of 2020.  But advertising dollars are not following the masses, yet. This is due to CTV already living in the cookie-less future.  Advertisers tend to stick with the tried and true method of linear TV advertising until they are able to understand the effectiveness and nuances of “emerging channel” campaigns.  That said, there are solutions that are able to tie the consumer journey together across all devices – all while still protecting privacy.

Ad Relevance

In order for consumers to respond well to ads, they should feel timely and relevant. Consumers seeing irrelevant ads leads to not only a terrible user experience, but is also a waste of marketing dollars. Additionally, consumers seeing ads that could potentially trigger a major negative response inevitably leads to a lower level of trust. Google’s recent efforts to give consumers better control over ads containing sensitive topics is a positive step towards improving consumer trust and providing more transparency into advertising.

Transparency should be a top priority when advertisers look for partners to help find new consumers and gain their trust. In order to achieve this, advertisers, platforms and publishers all need to work together. Transparency is the key to gaining consumer trust. 

Reach out to Code3 to find out how your team can create better-performing ads all while gaining consumer trust along the way.

RELATED POSTS
How To Leverage Search And Programmatic Advertising On Amazon
If your brand is already selling on the platform, are you utilizing both search and programmatic advertising options to advertise your products?
Read More
5 Facts That Support Your Need for a Solid Marketplace Strategy
Here we share some of the top reasons to face the future of online product sales. Read more about the vital role of an online marketplace strategy here.
Read More
OTT Advertising and Where It Belongs in Your Brand’s Strategy
Take part in the streaming revolution to connect with your audience. Explore the possibilities of over the top advertising in this blog post.
Read More

NEW YORK

151 W. 26th St., Fl 9
New York, NY 10001

LOS ANGELES

12555 W. Jefferson Blvd #120
Los Angeles, CA 90066

CLEVELAND

3615 Superior Ave
Cleveland OH, 44114