Global adtech MediaMath announced SOURCE, a new advertising “ecosystem” which promises to “clean up the digital media supply chain by committing to a 100 per cent accountable and addressable supply chain by the end of 2020”.

SOURCE, named so because it brings brands and agencies closer to the source of their media, involves the adtech as well as brands, agencies, publishers, and content creators collaborating to reduce fraud and waste, something MediaMath concedes has gotten out of hand.

“We set out to change marketing for the better. Unfortunately, the purity of our industry’s intentions when we built the digital infrastructure have gotten lost in fraud, waste, and irrelevance. It’s created more ads instead of good ads and minimised the value of quality supply in its purest and most transparent form,” said Joe Zawadzki, CEO, MediaMath. “As some of the earliest pioneers of programmatic, we feel called to help fix what’s broken.”

“Simply put, instead of brands being able to focus on growing and deepening direct customer relationships, much of their time is sucked up with the operational and service burdens of a broken ecosystem. The supply chain must be rearchitected to fuel growth and health for brands and free creatives to create, and in turn operate a more trustworthy ecosystem with aligned incentives for all.

MediaMath describes SOURCE as:

  • Accountable: Real impressions on real media properties. A transparent and fraud-free supply chain from trusted content owners that gives brands full visibility into supply path mechanics and costs, modernized terms of trade, and supply chain technical standards that improve how every piece of advertising functions.
  • Addressable: Real humans that brands can reach with real ads, at scale. A single view of who a brand’s customers and prospects are—and the ability to access more of these audiences—across desktop, mobile, and TV through a consistent, portable user-level ID, always prioritizing privacy and consumer respect. Effectively, connecting signal throughout the supply chain allows content owners and advertisers to more effectively communicate their needs and transparently agree upon goals.
  • AI-Powered: Cleaner data using the power of computation to draw meaningful insights and detect real trends from huge data sets in a way that requires less effort to achieve. The power of AI is the ability to make high-quality decisions fast. But for machine learning to work in the way it’s intended, it needs good data – no more garbage in, garbage out. AI enables a cleaner supply chain, empowering agencies, brands and content owners with trusted, actionable and real-time data.

SOURCE was announced overnight at the ANA Masters of Marketing Week in Orlando.

So far SOURCE is being supported by some of the industry’s biggest players.

Jeremy Hlavacek, Head of Revenue for IBM Watson Advertising, said, “IBM Watson Advertising has a longstanding commitment to provide our partners with trusted, innovative and brand-safe advertising solutions. We’re proud to continue our commitment by joining forces with MediaMath and supporting the SOURCE ecosystem, which provides brands with the clean inventory used to best engage target customers.”

Katie Evans, Chief Operating Officer at Telaria, a video monetisation platform, said, “Advertisers are demanding greater transparency to ensure every dollar they spend delivers impactful media that moves their businesses forward. From day one we have been committed to providing greater clarity within the programmatic ecosystem to help drive the shift of dollars from traditional media to digital and CTV.

“As an independent technology platform, free from the conflicts and lack of transparency of the walled gardens, our only mission is to ensure that publishers deliver the most efficient and effective advertising experience for leading brands in a way that optimises return for both parties.”

Chris Langel, VP Oracle Data Cloud Sales, said, “We are excited to be working with MediaMath to provide brands and agencies a transparent view of their campaign performance through Moat both specifically for viewability, and broadly for media quality and engagement. Like MediaMath, Oracle Data Cloud is committed to bringing our clients the best tools in brand safety and measurement to drive optimal performance.

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