Fenestra

What Advertisers essentially want is to be able to genuinely trust the agencies they work with.

And that is currently not the guaranteed case. Which is where we come in.

The digital eco-system is a minefield for consumers and brands, with the result that online advertising is less and less trusted by consumers and brands are often left questioning their investment strategies.

It’s high time the industry as a whole drew a line in the sand and said enough is enough; things need to change and fast.

Digital advertising market right now is in a pain and requires solution that will improve its efficiency saving billions of USD by making business relationships and payments reconciliation transparent to supply chain participants.

We’re at a tipping point.

We’ve got to do something. I don’t believe that (the media agencies) have got the best interests of their clients at heart any more.

We have a media supply chain that is murky at best and fraudulent at worst. We need to clean it up, and invest the time and money we save into better advertising to drive growth.

The topics addressed in the Global Media Charter have been discussed in thousands of meetings and on countless conference stages: non-transparent media, conflicts of interest, rebates and incentives, data ownership and management, brand protection. The list is long.

As the market continues to change quickly, global brands are being more tangible and specific about what we expect from the entire ecosystem; our tech partners, agency partners media owners and digital platforms. Everyone should join us on this journey.

I’ve never really come across anything in my career that has caused as much disturbance as the concern of advertisers about the money flows and the validity of the traffic they are buying.

Clearly, we don't need to be spending money that is seen by a bot and not a person. Clearly, we don't need to be spending money on ads that are placed in inappropriate places and that's why you see our significant media spend reduction.

We have an antiquated media buying and selling system that was clearly not built for this technology revolution. We serve ads to consumers through a non-transparent media supply chain with spotty compliance to common standards, unreliable measurement, hidden and rebates.

Vast changes in technology, the complex digital supply chain, and the proliferation of media outlets (have) provided agencies with additional opportunities to increase their profit margins beyond agency fees. This has led to disconcerting conflicts of interest and a lack of transparency.

We need to rebuild trust: between brands and consumers, between brands and agencies and between brands and publishers.

The WFA Global Media Charter draws an important line in the sand. It identifies, in no uncertain language, what steps the industry needs to take to rebuild trust.

‘Trust by Design’ is now realistic and implementable. FENESTRA brings alignment, efficiency, verification and value to the media supply chain.

Our aim is to maximise return for advertisers globally through – at its simplest – better data quality.

Whether it be viewability, measurement, ad fraud or brand safety, we must work collectively to drive quality and transparency for our consumers and ourselves as advertisers.

(We need to take) essential steps on the journey to a better digital ecosystem for the industry and society.

There's leakage. The money that goes in is not the same as the money that goes out.

A lot of the money that (advertisers) think they are giving to premium publishers is not actually getting to us.

Advertisers want a number of things. They want value, they don’t want to be exploited, or feel exploited. They want healthy, trusting and viable relationships with their third-party suppliers and lead agencies - because that’s how suppliers become partners.

Blockchain is a new technological institution that will fundamentally change how we exchange value.

Using the blockchain, we can create a shared reality across non-trusting entities.

With Fenestra, we’re harnessing the potential of blockchain technology, factoring in where the established providers are still falling short, and have built a solution that iterates and improves on what effectively is everyone else’s beta.