CMOs have made it fashionable to use conference stages to talk loudly about transparency issues across the industry. It’s now cool to play the role of a disappointed parental figure — digital media has so much promise, they say, but they’re let down constantly by agencies, platforms, metrics, fraud or all of the above.

But as we’ve argued previously, most problems in media begin and end with clients themselves. And for any change to happen, they will need to take a stand beyond repeated conference talks calling for a “cleanup.”

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