There's been a good amount of talk in the market about the need for Transparency. Advertisers are begging for it. Ad Networks claim they have it. Yet, has anybody actually defined Transparency, to determine what it truly means?

Is Transparency merely stating a handful of web properties that on occasion list inventory within an Ad Network? And isn't it funny how all Ad Networks seem to list the exact same publishers? I can't help but ask how much inventory (if any at all) will actually run on these web properties.

"Transparent" networks claim that because they reveal sources of traffic after the fact in their post-campaign reports, or provide a sample list of their publishing partners before the buy, that this constitutes Transparency. This is only half of the picture. Buyers today expect to be furnished with not only a precise list of sites across which their ads will run, but additionally be provided with the context in which their ads will appear. Ask any buyer whether knowing after the fact that their premier financial services client's ad ran on YouTube next to a video of a "sex doll for dogs," helps them sleep better at night.

Today's advertisers are smarter and savvier. We know that the blind ad money is long gone. What we must realize is that the really smart money is just beginning to arrive. Whether it's a brand advertiser or a direct marketer, visibility is the key to success. To protect their brand, advertisers need control over ad placement, and want to know exactly where their ads will appear at all times. Direct Marketers want to make sure their ads don't appear on offensive sites.

The savvy buyer mantra is as such: Can you tell me exactly where my ads will appear? Where do I go to get a screen shot of my ad appearing on a web page? Can you give me a URL that I can send to my client so they get the warm and fuzzy feeling that comes with seeing their ad live on a site?

In my recent searching, it took me all of 5 minutes to find two major CPG advertisers—an automotive marketer and a prominent financial news site, appearing alongside content that most would find very offensive. Obviously, neither these marketers nor their agencies realize their ads are appearing on these sites. For the sake of the agency, I hope they find out first, or they will have to quickly turn to pitch mode for new clients.

Transparency is the future of online advertising. So going back to the question: What is Transparency? I believe Transparency extends far beyond listing a site. It's the complete honest view that ad networks should share with their buyers and agencies, ahead of the buy: a) the sites an ad will be featured on; b) where the placements are located on the respective pages; c) what content will surround the ads themselves; and d) the make-up of the audience viewing the ad.

I am happy to declare that when we launch TRAFFIQ this July, we will be able to stand behind the true meaning of Transparency, and offer it to our advertisers and sellers alike.

Regards,

Jarod Caporino
Vice President, Buyer Development
TRAFFIQ
Email: jcaporino@traffiq.com