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KPMG’s Bob Siegal Outlines Critical C-Suite Thinking on Programmatic Issues

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As the Cannes Ad Festival approaches this weekend, many conversations along the Croisette will no doubt be about the billions of advertiser dollars affected by the current flood of media reviews, as well as how the changes brought about by digital media are shaping some of these decisions.

As part of these considerations, KPMG's Bob Siegal raises a larger issue affected by his and colleagues on-going conversations with CFOs and other C-Suite executives at some of the world's largest advertisers. Based on their reactions to headlines about viewability, ad fraud and transparency, he predicts that advertisers will either insist on receiving greater transparency or programmatic buying will increasingly shift to in-house operations within marketer organizations. He sees a new concern among corporate management as they grapple — often for the first time — with the complexities and possible legalities of programmatic buying as it relates to both company policy and the very definition of the role of an agency.

(Please download the full PDF of this article at the link to the right.)

Source

"KPMG's Bob Siegal Outlines Critical C-Suite Thinking on Programmatic Issues." The Internationalist. Number 74, 2015.

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