Follow the money: Nestle, AANA, MFA, OMD, Nine and The Guardian say marketers must step up on digital ad supply chain’s black hole

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Nestle's head of eStrategy, Marketing and Brand, Martin Brown, says 50% of advertiser digital budgets going to working media is "not good enough" - 70% should be the baseline. With the competition regulator digging into the digital ad supply chain and PwC finding half of digital ad dollars are eaten up before they get to publishers, marketers must get a grip on where they are spending their money. Nestlé‘s Brown - also chair of the AANA - OMD‘s Aimee Buchanan, IAB chair and Pedestrian Group‘s Matt Rowley and Guardian Australia boss Dan Stinton debate transparency, remuneration, brand safety and suggest cutting out programmatic middlemen could be key.

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