http://www.adexchanger.com/exchange-ideas/transparency-and-the-necessity-for-an-independent-rating-authority-of-digital-media/ Digital media optimization news and discussion website. Fri, 10 Feb 2012 23:33:42 +0000 hourly 1 http://wordpress.org/?v=3.3.1 http://www.adexchanger.com/exchange-ideas/transparency-and-the-necessity-for-an-independent-rating-authority-of-digital-media/#comment-3588 Kirby Winfield Tue, 24 Nov 2009 22:48:52 +0000 http://www.adexchanger.com/?p=11281#comment-3588 Good article, Kent. You raise some valid points, and the issue of transparency is a sticky wicket. I think your ideas around "traffic tranches" are good ones and will likely be adopted voluntarily by networks and exchanges as industry standards in the next 12 months. But as we have seen with Moody's, independent ratings authorities can provide a false sense of security to the marketplace - with devastating results. A lack of transparency will always give the bad actors a place to hide, and IMO prevent real brand dollars from coming online. Good article, Kent. You raise some valid points, and the issue of transparency is a sticky wicket. I think your ideas around "traffic tranches" are good ones and will likely be adopted voluntarily by networks and exchanges as industry standards in the next 12 months. But as we have seen with Moody's, independent ratings authorities can provide a false sense of security to the marketplace - with devastating results. A lack of transparency will always give the bad actors a place to hide, and IMO prevent real brand dollars from coming online.

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