Unlike in the world of TV where a standard set of terms and conditions is generally complied with, digital advertising T&Cs vary from agency to agency, from publisher to publisher. This lack of formalization increases costs and inefficiencies on both sides. Is it possible to find areas of common ground to improve efficiencies and lower costs? The rise of RTB and automated trading offers some level of respite, but the nature of online business remains heavily driven by custom solutions which are in need of standard procedures. Richard Monihan, Director of Sales Operations Policy and Contract Oversight, and Julian Zilberbrand, SVP, Digital Director, Technology Activation Group at Starcom Mediavest, discuss whether a standard set of agreements can be, or needs to be, produced.
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