The recent leaked memo from Publicis Groupe has sent the advertising industry into a flurry of memes, watercooler conversations, and widespread reflection on the future of advertising spend.
Perhaps the real conversation should be focused on transparency, and how certain programmatic buying models might be masking the true cost of media. Following the decisions by giants like Publicis, dentsu, and WPP to rethink their relationship with The Trade Desk (TTD), we spoke with Robin LeGassicke from Cairns Oneil to cut through the noise.
We discussed why TTD’s push for transparency—specifically through tools like OpenPath—might actually be threatening the principal-based buying revenues that some agencies rely on. Robin shares Cairns Oneil’s approach to an agnostic, fully transparent model , shedding light on the hidden rebates in the supply chain and why the Open Web is far from dead.
Robin LeGassicke, Chief Transformation Officer at Cairns Oneil
Does your agency have an official stance on its relationship with The Trade Desk?
We operate within an agnostic model that demands transparency. Models that rely on principal-based buying will increase fees across the entire supply chain, and when you want to have a fully transparent model, principal-based or commercial agreements with SSPs will no longer be an option. The TTD openpath puts this practice at risk for companies that generate revenue through principal-based buying.
This content is available to Profectio subscribers.
To Read the Full Story Become a Profectio Subscriber
Be the first to know about breaking news, groundbreaking campaigns, industry trends and research that will give you a competitive edge.
Join our exclusive community and unlock your potential.
RAISE YOUR PROFILE WITH THE MEDIA MARKETPLACE
Get your brand in front of media buyers and planners, connect with decision makers, and sell more inventory!
[adrotate banner=”6″]
