The word transparency is bandied about across the media and marketing world, with marketers demanding it (or so they say), and agencies and tech firms insisting they deliver it. But it all feels sometimes like kabuki theater, with larger-than-life protestations and apparent action, but little substance behind what’s being expressed.
That’s been a bugaboo for Bob Lord, veteran media executive who a year ago joined Horizon Media Holdings as president and has been a principal architect of the independent media agency group’s AI strategy. Lord delivered a keynote address to the Advertising Research Foundation’s Audience X Science conference in New York last week, addressing what he sees as a lack of transparency in the entire sector — but something that AI can address and improve.
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