The article discusses the critical role of transparency in the advertising industry, particularly how it affects client trust and budget allocation. As agencies like Horizon Media adopt open methodologies for vendor selection, they aim to demystify the process behind their proprietary tools, like the Blu data platform. By inviting tech vendors to participate, agencies hope to enhance collaboration and innovation. However, this raises questions about the extent of transparency and the potential burden of too much information on clients already managing substantial workloads.
"The more open we are, the greater the likelihood that we're gonna unearth matches or opportunities," said John Koenigsberg, emphasizing the value of transparency in attracting tech partners.
Horizon is staging an open request for information process as it considers the tech vendors required to develop the next phase of Blu, its proprietary data platform.
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