By Cat Turner, N/A

June 22, 2016 | 2 min read

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Is automation the silver bullet to advertiser concerns over non-transparent media buying practices?

Basem Nayfeh, AudienceScience founder and CTO

Basem Nayfeh of AudienceScience speaks to The Drum

AudienceScience’s chief technology officer Basem Nayfeh is calling on advertisers to rethink how they outsource and operate their media spend in the wake of the recent Association of National Advertisers (ANA) report.

Speaking to The Drum, in the second of a series of thought leadership videos in partnership with AudienceScience, Nayfeh says: “The biggest challenge I believe today is ensuring consistent delivery of your advertising campaigns. It is about doing it in a way that is transparent, it’s about doing it in a way that is efficient and effective.”

The ANA report, released earlier this month, stated that “non-transparent business practices” – including rebates – are pervasive in the US media buying landscape.

Continues Nayfeh: “The ANA report highlighted some of those challenges, which are being addressed and discussed here at Cannes. But the reality is that you need to really take control of your advertising spend.”

ANA Automation Basem Nayfeh

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