Presentation given at the 2018 ANA Media Leadership Conference on February 28, 2018 in Orlando, FL by Joe Pych, CEO of Bionic Advertising Systems. Abstract: Over the past three years, Jon Mandel, K2, Ebiquity, and the ANA have raised awareness, spurred discussion, and presented a challenge of bringing more transparency, accountability, and control to advertising. What started as an investigation into rebates, has grown into an operating philosophy of better corporate governance. In this session, you’ll learn how one software company accepted the challenge and has struggled to bring this vision to reality.

1. How might we bring more
transparency, accountability, and
control to advertising?

3. Three years ago here
at the ANA Media Conference…

4. Jon Mandel at ANA Media 2015
Jon Mandel initiated an
industry-wide discussion
related to undisclosed
rebates.

5. Jon Mandel at ANA Media 2015
Jon Mandel initiated an
industry-wide discussion
related to undisclosed
rebates.

8. Courageous Leadership

14. Rebate
Investigation

15. Media Governance
Rebate
Investigation

16. Contracts, Controls, …

17. … Systems?

18. How might we bring more
transparency, accountability, and
control to advertising?

19. Problems  Questions  Solutions

20. “Media investment data not organized”

21. How might we bring transparency
media investments?

22. Media Investment Database
Media planning software
that saves to a centralized
and standardized media
investment database

23. “Hidden media costs”

24. How might we add cost
transparency to media
investments?

25. Media Cost Breakdowns
An itemized cost structure
that accounts for every bit
of your media budget

26. “Sloppy KPIs, not aligned”

27. How might we make media
investments more accountable to
KPIs and business outcomes?

28. Key Performance Indicators
Establish KPIs as part of
media planning process.
Align KPIs across business
units and vendors.

29. “Difficult to track performance”

30. How might we automate
performance monitoring?

31. Marketing Performance Monitoring
Pull marketing
performance data from
platforms, standardize it,
centralize it, tie it to
media investments

32. “Can’t tell if we are on track”

33. How might we provide daily
warnings of deviation from
business goals?

34. KPI Pacing Reports
An early warning system
that reveals variance of
actual performance from
KPIs and business
objectives

35. “Hard to sync budgets with plans”

36. How might we integrate strategic
budgeting with tactical planning?

37. Media Budget Tracking
Integrate budget tracking
with media planning
software

38. “Hard to analyze media plans”

39. How might we ease analysis of
media investments?

40. Flowcharts
Visualize media spending
over time

41. Allocation Charts
Analyze media budget
allocations by channel,
market, or any other
dimension

42. Media Investment Data Pipe
A data feed that delivers
clean media investment
data to proprietary
databases and popular BI
systems such as Tableau
and Datorama.

43. “Difficult to audit media investments”

44. How might we make media
easier to audit?

45. Media Investment Audit Trail
A ledger that tracks full
history of changes to
media budgets and media
investment decisions.

46. Many other problems yet to be solved

47. How might we bring more
transparency, accountability, and
control to advertising?

48. We need your advice!

49. We want to help

50. TimAmanda Tim Jarett Joe