Investments in digital advertising have seen a steady growth these past years, with eMarketer reporting a 10% increase in Canada for 2016. That being said, while this fast evolution has allowed for an explosion in the effectiveness of marketing campaigns, the proliferation of actors and the complexification of advertising operations have simultaneously opened the door to multiple problems. And while they may not be the only ones affected, it is often the advertisers who pay most heavily.
In Canada, the United States and elsewhere, there is an ever-increasing number of reports and press releases denouncing the lack of transparency, the conflicts of interest, and the controversial methods of remuneration, in addition to other dubious business practices.
We believe it essential for the advertisers of Canada and Quebec to tackle these issues head-on. For our part, we choose a position of active commitment while adopting principles that are clear and firm, and we encourage everyone else to do the same.