Modern Marketing

Marketing heavyweights urge a clean-up of digital advertising


By Ayesha Salim | Content Lead

January 31, 2018 | 3 min read

The issue of transparency continues to be a hot topic and even Facebook is ushering in more transparency by changing its sponsored formats. A study from the World Federation of Advertisers (WFA) found that nearly 90% of advertisers are reviewing their programmatic advertising contracts as they look for more transparency.

But is this enough? And what more can marketers be doing to make the industry transparent and safe for every participant in the supply chain?

iotec, in partnership with The Drum, have decided a radical change needs to happen and fast. It is why it is launching a panel event to an audience of senior brand marketers at an exclusive venue in London, to discuss these issues at length and find out what it will take to rebalance the whole ecosystem.

Transparency event

Transparency event

Hosted in Soho on 15 February, ‘Ethical Adtech: Does adtech have a heart?’ will reveal how marketers can tackle issues around viewability and brand safety – all the while sharing their own experiences of encountering challenges with transparency.

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Joining the panel will be Lisa Walker, head of media at Vodafone, Ian Armstrong, general manager of global advertising at Jaguar Land Rover, Peter Markey, marketing editor of TSB and Phil Smith, director general of ISBA.

Iotec’s ‘Ethical Adtech’ white paper will also be unveiled at the event, in partnership with The Drum. Containing insights from senior marketers, the white paper highlights how marketers are handling brand safety issues and taking control of their programmatic buying.

The manifesto for ethical adtech is the beginning of a wider campaign to make the advertising industry transparent. You can learn more by visiting, following @EthicalAdtech on Twitter, as well as using the hashtag #EthicalAdtech to provide feedback or get involved in the initiative.

If you are interested in attending the event, please contact Please note that there are limited seats and you will need to have confirmation of registration to allow entry.

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