81% of brands say they would change adtech vendor if found to be unethical
LONDON – Marketers’ concerns over media buying transparency are intensifying according to new figures revealed today. A survey of 250 marketers found that a sweeping majority [89%] would like to see the adtech industry adopt a code of ethics to tackle the problem head on, in research carried out by iotec – the independent, transparent media buying platform.
In response to this concern, the Ethical Adtech Manifesto, also released, sets out three core areas to address and rebalance the industry: (i) transparency and fair trading, (ii) efficiency and effectiveness, and (iii) brand protection, security and privacy.
Additional findings within the survey laid out the size of the task ahead:
- Brands want action: 89% of marketers want a standard code of ethics to be implemented, in order to enforce transparent practices with adtech vendors
- Uncertainty continues: Only 56% of marketers surveyed believe that their current tech provider is honest and transparent
- Concern over data dominates: The top three areas marketers believe to be least transparent are: (i) use of data (60.8%); (ii) price and margin (42.4%); (iii) optimisation tactics (38%)
- Marketers are ready to vote with their feet: 81% of marketers are prepared to switch to a more ethical, honest advertising supplier
Paul Wright, CEO of iotec, says: “Technology has advanced faster than we have been able to build a framework to harness it for the benefit of all: publishers, consumers and advertisers. The survey results reflect the desire for change across the industry and I hope that the Ethical Adtech Manifesto inspires some action. iotec are proud to be leading the charge, as a media buying platform that believes in end-to-end openness and transparency.”
Learn more and pledge support to the Ethical Adtech initiative by visiting ethical-adtech.org, following @EthicalAdtech on Twitter, and using the hashtag #EthicalAdtech to provide feedback or get involved.
About iotec
iotec is a third-generation media buying platform trusted by brands to leverage unparalleled machine learning technology to effectively engage with their next customer.
We will always provide full transparency of media costs and margins with actionable insights to give marketers true value on their media investment, at all stages of the customer journey.
It’s time for a new era of ethical adtech. We are building the world’s most trusted digital media buying platform of choice.
About Ethical Adtech
Ethical Adtech is an industry initiative, initiated by iotec, working towards redefining the ecosystem to respect all participants in the digital media supply chain. The Ethical Adtech Manifesto outlines a framework to improve current business practices around digital advertising, to ensure all parties are accountable for the part they play.
About the research
Research was carried out among 250 UK marketing professionals from 29th January to 8th February, by leading research firm OnePoll on behalf of iotec.
