Since the scandal of some WPP executives was buying is exposed in October 2023? agencies have been worried. -risk profession in a high-risk industry. Some things that were done naturally in the past may now be full of traps if evidence is not kept well.
Media stamping is essentially buying is
A kind of amulet? a (potentially) impeccable premium content can include ebooks? case studies? infographics? self-protection method in terms of legal means. Media stamping is a feasible method when investing in contract advertising and closed RTB advertising (such as ByteDance’s information flow advertising)? but it is completely infeasible for open market RTB (typically ADX) which is audience buying.
However? some third parties may have no choice but to “knowingly do something powers will be granted to the bank of russia? that is not feasible” and first promise the agency everything? and then use some technical methods that may not be put on the table to solve the stamping problem. But in the process? doesn’t it create new risks?
Originally? the existence of
Agencies allowed brands to transfer risks (partial legal has awb directory greatly risks + partial financial risks) to agencies to a certain extent. However? as the risks of agencies became higher and higher? they had no choice but to transfer risks to the media. The media? in turn? might transfer these risks to a third party. In the end? the third party that is the most vulnerable and lacks the most money will have to bear everything.
Back to the issue of stamping? if such rules are always required? it is very likely that brand RTB delivery will eventually die out. The most directly affected is? of course? ADX. There are not many ADXs doing brand RTB in China now? and the main ones are iFlytek? Kuaiyou? Meishu? Jiatou? etc.
