AdLedger, MadHive, Industry Index Release Research Findings Proving Pain Points, Complexity Of Advertising Technology

NEW YORK, Aug. 8, 2019 /PRNewswire-PRWeb/ -- The convoluted digital advertising supply chain has been under the microscope since P&G's Marc Pritchard called on the industry to clean up its act, but according to marketers it hasn't gotten any better. A recent study from research firm Industry Index commissioned by advertising standards consortium AdLedger and advanced TV solutions company MadHive found that brands, agencies and publishers feel it is the technology vendors' responsibility to clean up the market. However, marketers see the ever-growing number of point-based solutions as unlikely to provide a solution to the largely systemic problem with the ecosystem, and as merely a mechanism to increase complexity and cost. The findings suggest that new standards, both technical and commercial, will be required that demonstrate both simplicity and transparency by design.

"Problems like fraud, brand safety and transparency have been plaguing digital advertising for years, and as technology companies, it's on us to solve these problems," said Adam Helfgott, CEO at MadHive. "The only way to solve these problems is by leveraging innovative technologies like cryptography, blockchain, and AI to develop holistic, cross-platform solutions that, for example, eliminate unnecessary third-parties by baking in verification capabilities."

For the study, Industry Index executed a quantitative survey of 100 brand marketers, 100 marketers from digital agencies, and 100 digital publishers to research the pain points caused by the complexity of advertising technology. Additional findings from the report include:

    --  Marketers on average have 28 different technologies in their stack.
    --  Respondents expect to add roughly 8 new advertising and marketing
        technologies in the next year.
    --  70% believe they will have even more in three years.
    --  The worst performing capabilities of the current solution stack are
        fraud control (32.07%), transparency (25.54%), brand safety (22.28%) and
        cross-screen targeting (20.11%).
    --  Top technologies expected to add or replace in the next year AI-based
        tools (27.68%), DMP, third-party vendors and campaign management tools
        (24.11%).
    --  80% of respondents feel it is the technology vendor's responsibility to
        clean up the problems and complexity of the ecosystem, but it is highly
        unlikely.

"The underlying OpenRTB infrastructure was essential in the automation of digital advertising, but now we have cutting-edge technologies that can be used in conjunction with it to optimize the existing system," said Christiana Cacciapuoti, Executive Director at AdLedger. "The only way to build a brighter future is by bringing together key industry stakeholders."

AdLedger was originally founded by MadHive, TEGNA and IBM to unite the advertising industry, and develop standards for how next-generation technologies can be implemented to solve the current issues in the ecosystem. The non-profit research consortium includes members like Omnicom's OMG, Publicis's Publicis Media, IPG's Reprise Digital, WPP's GroupM, The Hershey Company, Meredith, Hearst and 50 other key industry stakeholders, who are working together to lay the foundation for the future of advertising.

About AdLedger
AdLedger is the nonprofit research and development consortium charged with implementing global technical standards and solutions for the application of blockchain to digital media. The consortium is comprised of industry leading companies who have joined forces with the goal of furthering trust and transparency within the digital media space.

About MadHive
MadHive is an end-to-end advanced advertising solution for digital video that leverages cryptography, blockchain, and AI to deliver evidence-based business outcomes. MadHive's next- generation advertising suite provides precision targeting, audience verification, as well as the first OTT-first device graph and cross-device attribution, while addressing the biggest threats to the advertising industry -- the issues of trust, transparency, fraud and brand safety.
http://madhive.com

About Industry Index
Industry Index works exclusively with the AdTech and MarTech industry to conduct custom research studies, designed to drive informed decisions and include competitive insight, audience, and marketplace perceptions, trends, and data-driven thought leadership. Quantitative surveys form the backbone of this research, offering industry- specific data at scale to answer hypotheses, drive analysis, and produce informed content. Studies begin with Industry Index' panels of 140K+ verified brand and agency professionals; a subset of this group is selected based upon job level, expertise, relevance, and purchasing power.

SOURCE MadHive