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Paddle against the flow.

TCO is speaking at The Guardian Media Summit

The Guardian’s flagship media event, the Changing Media Summit, returns on 15 and 16 March 2017, and Simon Baker, our Agency MD, has been invited to join the debate.  

The event is set to address restoring faith in the media sector. Readers, fed up with irrelevant and poor quality ads, are increasingly turning on adblockers to improve their online experience. Consumers are also turning their backs on brands that offer empty big, bold promises and those that offer unrealistic, stereotypical images of perfection. In addition, there’s a breakdown of trust between brands and agencies, with the recent rebate scandal in the US, and ongoing concern with digital ad fraud and viewability, compounding the issue for marketers.

Simon will join a panel discussion entitled 'When is a ‘view’ not a view? The perils of measurement in the digital ecosystem'. The recent revelation that Facebook has been inflating branded content video views signals a need for the industry to define what a ‘view’ is. It also raises the issue of the need for third-party verification to ensure accurate measurements. In this session, we will explore how the industry can move the viewability debate forward.

Simon will be joined by Jerry Daykin, global digital partner, Carat and Jo Holdaway, chief data officer, ESI Media.