Welcome To The Media Supply Chain Revolution
an unstoppable movement in the +$600bn advertising business to put trust back in the media industry.
the cornerstone of any relationship - between individuals or between an individual and a brand - and across the global advertising and media landscape, it has become sorely and conspicuously absent.
trust in the global media industry by delivering a foundational protocol within the sector.
A global, enterprise-grade technology network, with best-in-class distributed-ledger technology.
Designed to INCLUSIVELY ALIGN all necessary parties in the Global Media Buying process, to the benefit of Advertiser, Agency, Supplier and media-owner.
FENESTRA TRANSPARENCY PROTOCOL is a comprehensive, independent, total solution:
The Fenestra Leadership Group are successful, serial entrepreneurs with a track record in disrupting at the apex of technology and marketing across international markets.
The team collaborated between 2007 and 2014 in the creation and delivery of Base79, a global pioneer in the Online Video advertising space. Base79 was the largest YouTube partner outside of North America and was sold to a stock market listed competitor for a total consideration of $85m.
The team then executed a board/management overhaul of Brave Bison, and completed a successful turnaround strategy, delivering its first ever positive ebitda.
Ashley Mackenzie has had a deep career in media and advertising over 23 years. Starting as a media planner/buyer at Carat (UK), he moved to the sales-side and in 1998, he joined an MBI team acquiring Talk Radio. Ashley held several sales roles their culminating in Managing Director of Impact, their wholly owned national advertising sales house. The business was sold in 2005 for $140mn. Shortly after, Ashley created myvideorights, rebranded Base79, one of the leading MCN’s globally, where he served as Founder & CEO before selling to Rightster Group Plc. for $85mn, in 2014 and stood down. Ashley returned as CEO of the stock market listed business in 2015 and successfully turned around the company before stepping down from the PLC Board in September 2017.
Kevin Deeley has extensive operational and commercial experience in Public and Private environments, specialising for the last twenty years in the global media sector, the last seventeen at board level. As well as being Finance lead on fourteen successful funding rounds in the last decade, totalling $70m of investment into fast-growth companies in which he owns an equity stake, he also continues to run Finance and Operations “hands-on”. Kevin has supported Ashley and Richard in their business ventures as executive and co-investor since 2009. He studied Economics at City University London, Corporate Finance at London Business School and Corporate Strategy at Chicago University Business School. He is a Fellow of the Institute of Chartered Accountants in UK.
Richard Mansell started and spent much of his career within the big 6 professional service firms (Arthur Andersen/Deloitte/Protiviti) as a finance and technology risk consultant. In 2007, Richard co-founded myvideorights, shortly Base79, one of the leading MCN’s globally, where he served as CIO and COO, formerly leaving on sale of the business. In December 2014, Richard returned as COO of the business and successfully turned around the company once more before resigning in November 2016. He advises and mentors several start-ups within the digital media and technology sector.
Marco Ricci’s extensive background in Ad-Tech spans 16 years across a variety of Digital businesses. He has led technology teams at WPP GroupM and Microsoft, before moving to Google to lead Sales Teams both in New York and London. Milestones include Global multi-million deals with the 'big 5' Agency groups, as well as partnerships with several NASDAQ & FTSE 100 Brands.
Marco has a passion for Ad-tech transparency, first heading up Ad Verification start-up Telemetry in the US, before taking the CEO role at Adloox and leading them to YonY triple-digit growth across Buy/Sell side clients in over 32 markets. He is an active global speaker on the fight against Ad Fraud, and advocating the use of disruptive technology to ensure financial efficacy across the industry.
Dan de Sybel, a Computer Science graduate, started his marketing technologies career in 2002 at AOL’s Advertising.com where he built their European Technology division before moving agency-side to Havas’ Media Planning Group in 2008 as MPG's Head of Technology. Dan made his first entrepreneurial move to Infectious Media in 2010 as employee number 4, joining as Director of Technology & Operations, and over the next decade, built the company’s technology group into an industry recognised leader in programmatic advertising. Notable achievements include building one of the first Big Data analysis systems, developing Infectious Media’s proprietary real-time bidder and winning PMA’s Best Performance Marketing Technology award in 2018. Enabling transparency is a raison d’etre and Dan is an active industry contributor to global technical standards to improve transparency in the programmatic industry media space including the Digitrust consortium and oRTB.
Colin Kinsella is currently CEO for Havas in North America, Advertising Age’s Agency of the Year. Previously, he was Chief Executive Officer of Mindshare North America and President at Digitas North America at Digitalis. Colin has an extensive background of more than 20 years of experience in advertising and is recognised as a digital pioneer of his generation. Colin provides strategic insight in to the global advertising market.
Geoff Seeley is Director of Global Connections and Media Activation for Airbnb. Previously, he was VP Digital Transformation for Pearson and Global Communications Planning Director for Unilever Plc. Geoff’s significant experience, connections and global view client-side enables him to guide the business on the macro-trends shaping advertiser thinking across the world.
Simon Davidson is the Chief Executive Officer of Griffin Markets and has two decades of experience in energy trading technology and operating electronic markets. In 2011 Simon co-founded Griffin, a disruptor in the wholesale European energy markets that is the lead OTC gas marketplace in Europe. Simon’s track record in financial market innovation and trading technologies are invaluable to Fenestra in shaping our network’s strategy.
Javier Campos is Head of Experian DataLabs for UK&I and EMEA. Previously he served as Global CTO at Kantar-WPP, Havas Media and as CIO at GroupM-WPP. He oversees innovation and has pioneered applications of Artificial Intelligence in mobile, fraud, credit, social media, advertising and healthcare. Javier advises Fenestra on its adoption of novel technologies, artificial intelligence and building the core DApp and Network infrastructure.
Bob Wooton is a columnist for Marketing Week and the former Director of Media of the Incorporated Society of British Advertisers (ISBA), the organisation that represents the leading UK advertisers. ISBA champions the needs of marketers through advocacy and offers its members thought leadership, consultancy, and networking. Bob acts a senior sounding board to Fenestra as we craft our Go-To Market plans around the world.
Martin Loat is the founder of marketing industry communications consultancy Propeller Group. Martin started his career as a journalist in the media trade press and has written for several national newspapers, including the FT and The Guardian. With 25 years’ experience, Martin is a board-level consultant and strategist. He specifically advises the business on B2B marketing and how to address advertisers around the world.
Charles Whittingam was a founding member of video platform Brightroll and part of the management team that successfully sold the business to Yahoo (now Oath) which bought the company in December 2014 for $640m. Since then, he has been an active angel investor in technology start-ups, and is based in New York.
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.