Comments on: When Worlds Collide: GroupM Undermines The Agency Model http://www.adexchanger.com/agencies/when-worlds-collide-groupm-kills-the-agency-model/ Digital media optimization news and discussion website. Fri, 10 Feb 2012 23:33:42 +0000 hourly 1 http://wordpress.org/?v=3.3.1 By: Ad Traders http://www.adexchanger.com/agencies/when-worlds-collide-groupm-kills-the-agency-model/#comment-213 Ad Traders Thu, 19 Mar 2009 21:33:47 +0000 http://www.adexchanger.com/?p=333#comment-213 Thanks for this, Greg. I have never seen a press release other than the Mandese article and quotes from Group M. Given the uproar, and silence that followed from Group M, it would appear that Group M issues pr through MediaPost now. Thanks for this, Greg. I have never seen a press release other than the Mandese article and quotes from Group M. Given the uproar, and silence that followed from Group M, it would appear that Group M issues pr through MediaPost now.

]]> By: Greg Stuart http://www.adexchanger.com/agencies/when-worlds-collide-groupm-kills-the-agency-model/#comment-211 Greg Stuart Thu, 19 Mar 2009 16:40:50 +0000 http://www.adexchanger.com/?p=333#comment-211 As the former head of the IAB during the last re-writing the T&C's, I wanted to share my thoughts on this data issue raised by GroupM. I think this is a very short-sighted move by GroupM. The focus should be on building better media for advertisers AND consumers which I believe would suggest helping publishers and networks aggregate more data that can be used/sold to advertisers to better target ads. I am not even sure what GroupM thinks they are protecting? Is it the insight from the dismal <0.5% click through the typical agency creative receives? This feels like protectionism and the “anti-fair-trade” version of Online Advertising. I'd strongly advise publishers and agencies to just say no. And how does he plan to execute this? I don't know that it's even possible. The publishers have the data, they will use and he'll never, never know. Can someone tell me if GroupM put out a clear POV and not just a press release. Historically interesting too is that it was a GroupM staffer who lead the AAAA's side in writing the last T&C's. Funny about that was that I was told by publishers that GroupM never used the T&C's created, and AGREED to, by the AAAA's and IAB in 2002. They instead renegotiated items that had already been worked out, which always seemed like a dirt-bag move to me. I talked to John about this in 2003 and he was blasé and never provided a response as to why they'd put the industry through so much effort (it took 9+ months to rewrite those T&C’s) only to agree and then not adopt the T&C's they'd lead the charge on. It was a big waste of everyone's time I thought and for as long as I lead the IAB, I refused to go back to the table with the AAAA's until they gave me in writing that they would adopt whatever T&C's we’d collectively negotiated. Only seemed fair to the media sellers. Again, I’d just say no thanks and keep focused on building the best medium the Internet industry could. I'll happy to debate this further if anyone wants. Greg Stuart Former CEO of the IAB As the former head of the IAB during the last re-writing the T&C's, I wanted to share my thoughts on this data issue raised by GroupM. I think this is a very short-sighted move by GroupM. The focus should be on building better media for advertisers AND consumers which I believe would suggest helping publishers and networks aggregate more data that can be used/sold to advertisers to better target ads. I am not even sure what GroupM thinks they are protecting? Is it the insight from the dismal <0.5% click through the typical agency creative receives?

This feels like protectionism and the “anti-fair-trade” version of Online Advertising. I'd strongly advise publishers and agencies to just say no. And how does he plan to execute this? I don't know that it's even possible. The publishers have the data, they will use and he'll never, never know.

Can someone tell me if GroupM put out a clear POV and not just a press release.

Historically interesting too is that it was a GroupM staffer who lead the AAAA's side in writing the last T&C's. Funny about that was that I was told by publishers that GroupM never used the T&C's created, and AGREED to, by the AAAA's and IAB in 2002. They instead renegotiated items that had already been worked out, which always seemed like a dirt-bag move to me.

I talked to John about this in 2003 and he was blasé and never provided a response as to why they'd put the industry through so much effort (it took 9+ months to rewrite those T&C’s) only to agree and then not adopt the T&C's they'd lead the charge on. It was a big waste of everyone's time I thought and for as long as I lead the IAB, I refused to go back to the table with the AAAA's until they gave me in writing that they would adopt whatever T&C's we’d collectively negotiated. Only seemed fair to the media sellers.

Again, I’d just say no thanks and keep focused on building the best medium the Internet industry could.

I'll happy to debate this further if anyone wants.

Greg Stuart
Former CEO of the IAB

]]> By: Andy Cocker http://www.adexchanger.com/agencies/when-worlds-collide-groupm-kills-the-agency-model/#comment-52 Andy Cocker Sat, 07 Feb 2009 09:15:57 +0000 http://www.adexchanger.com/?p=333#comment-52 Interesting stuff...This is clearly a case of a rash decision being taken without fully understanding the longer term consequences. I run a new breed digital media agency in London (Infectious Media), with buying infrastructure and process built around data and technology (exchanges being core to this). Of course advertisers and those representing them have concerns over data ownership, but the answer is NOT an overly protectionist reaction as this appears to be. Collectively, everyone in the value chain benefits from intelligent, appropriate and transparent use of 'aggregate' and 'desensitised' campaign data. The challenge lies in defining what qualifies as 'aggregate' and 'desensitised', and having a credible independent authority to audit compliance. Interesting stuff...This is clearly a case of a rash decision being taken without fully understanding the longer term consequences. I run a new breed digital media agency in London (Infectious Media), with buying infrastructure and process built around data and technology (exchanges being core to this). Of course advertisers and those representing them have concerns over data ownership, but the answer is NOT an overly protectionist reaction as this appears to be. Collectively, everyone in the value chain benefits from intelligent, appropriate and transparent use of 'aggregate' and 'desensitised' campaign data. The challenge lies in defining what qualifies as 'aggregate' and 'desensitised', and having a credible independent authority to audit compliance.

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