Heineken: Agencies Need to Return to Offering Full Transparency on Pricing


In many respects, the digital advertising industry needs to rebuild trust with brands. Even if you put the fraudsters and ‘bad actors’ aside, many brands are still concerned with agency arbitrage and buy-side ad tech vendors who are also selling media. Here Ron Amram, senior Director of Digital Media for Heineken USA, says that agencies have drifted from their contractual role as representatives of their clients in the media market, but still add value in a number of ways. Amram also explains why Heineken partner with ad tech vendors who aren’t also selling media.


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