The host Sebastián Muriel commented that the success of FICOD resides “in the quality of the conversation among its participants, since this forum is becoming an effective tool for generating debate and exchanging experiences and new businesses. An interaction that is enriched in real time with social networks”. However, a fair of this magnitude should also be used by the subsectors that make up the digital content industry to convey a collective message to audiences that usually pay little attention to it.
The case of the online advertising subsector, from my point of view Of course, he didn't make it. Or at least not at the table "Chiaroscuros of online advertising" in which Antevenio was lucky enough to participate. clear Two years ago, "The White Paper on Digital Content" pointed email database out that the online advertising sector suffers from "a mismatch between advertising investment and the actual consumption of online media" and pointed out that "it is necessary to reinforce the confidence of advertisers in online advertising.
That is why it is striking that, instead of taking advantage of this luxury platform that is FICOD to promote the confidence of advertisers in the medium, the board devoted a large part of the time to questioning the digital measurement system. This does not mean that this debate is not necessary, that it is and a lot, but that it was not the appropriate place to deal with it. Laborious work is being done on the subject of measurements within the online advertising association, the IAB, which is collaborating on this project with the AIMC (Association for Communication Media Research). This group of measurements is trying to improve a system that cost a lot to start.
