PROGRAMMATIC ADVERTISING: WHY TRANSPARENCY MATTERS - Swarovski

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What are the challenges you face as a programmatic marketer. Henrik Schulte from Swarovski shares the journey Swarovski takes, and the innovation that has made the brand the leader in luxury products.

Marketing

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Programmatic Advertising:
Why Transparency Matters
by Henrik Schulte, MGM Media & Digital

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Transparency (trɑːnˈspɛːr(ə)nsi)
Action, method, or procedure that lacks hidden agendas and conditions,
and complies with the disclosure requirements of transparency in word and intention.

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2016 2017 2018
A VERY BRIEF HISTORY OF INDUSTRY EVENTS
GDPR

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39%
Not comfortable with current
programmatic transparency

9 |
Source: https://www.wfanet.org/app/uploads/2017/04/programmatic.pdf
WHO IS TAKING WHAT SHARE?
47.5% Viewability
9-22% Fraud
Negotiable
Explore

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DATA TRANSPARENCY & TRUST
Source: https://www.youtube.com/watch?v=Q4zd7X98eOs

11 |
Control
(cost/data)
Learn how
stuff works
Manage
Risks/Opportunities
TRANSPARENCY
Trust

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TRANSPARENCY = TRUST
 Contractual right for transparency
 Understand what it reveals
 Ensure resources to monitor

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