Global advertisers demand reform of the digital advertising ecosystem

The World Federation of Advertisers (WFA) held a meeting in Tokyo. It was published on Global Media Letter : Designed to create the conditions of a marketing ecosystem that works best for brands and consumers.

To make this document, we have worked closely with a large number of advertisers (Coca-Cola, Diageo, L'Oreal, MasterCard, McDonald's, Nestle, P & G, Philips and Unilever, among others) and eight badociations of the world's largest advertising markets (Australia, Brazil, Canada, China, France, Germany, United Kingdom and the United States). Here are eight clear principles that aim to maximize the areas of transparency, security and visibility and provide a framework that organizations, technology companies and media platforms should meet if they want to earn revenue. future.

The ecosystem has developed so rapidly that it is not surprising that it is far from perfect, "said Stephan Loerke, CEO of WFA. But the time of leniency is past, most marketing budgets are now invested in digital platforms and advertisers have the right to require that the money they use can be clearly followed and understood. We must ensure that the interests of brands and consumers are protected in these new platforms. "

Philip Perez, head of the House of Argentine advertisers and regional vice president for Latin America's WFA, said the action of advertisers and the media value chain:" We We need to restore trust between all sectors The Global Media Charter clearly explains what advertisers expect from the rest of the industry, in exchange for their advertising investments, "he said.

The Eight Principles of the Comprehensive Media Charter

1. Zero Tolerance to Advertising Fraud with Compensation for Violation: Streamlined Process to Reimburse All Media Investment, Including including fees and commissions badociated with incorrect traffic / non-human impressions Advertisers seek to use accredited third-party verification solutions to evaluate exposure to advertising fraud.

[1 9459007] 2. Strict Protection of Brand Security: Advertisers require that platforms and publishers accept responsibility for the content transmitted on their sites and that they use complete and rigorous account and account backups. the channels that can host the advertisement. pay. Advertisers agree not to spend their media investment on content platforms that abuse and violate intellectual property laws or sites responsible for the content of false news or misinformation.

3. Minimum Visibility Thresholds: Trademarks should be able to negotiate at the level of visibility appropriate to their business, including 100% viewing for a full time, if they wish. Advertisers understand that higher visibility standards could affect the inventory offer and the scope of the campaign.

4. Transparency throughout the supply chain: Complete transparency across the supply chain (digital or otherwise) that covers prices and trade, Rates and costs, location and use of data. Advertisers respect the right of members to be profitable and commit to appropriate and fair compensation levels for the services provided.

5. Third party verification and measurement as a minimum requirement: Self-reported data is unacceptable, and advertisers must verify by third parties that the inventory is visible, without fraud, without danger for the brand and correctly targeted. Advertisers commit to prioritizing auditing companies and publishing third-party advertisements that are audited and certified by the corresponding industry-accredited bodies.

6. Eliminating "closed garden" problems: Data and technology should be broken down, which would allow advertisers to use the platform of third-party purchase of their choice in any environment. Publishers and platforms should work on creating a solution providing print-level data to cost tracking companies to allow brands to track media spend in their category and competitive set.

7. Improved Standards for Data Transparency: Data supply chain partners must maintain the same high standards as those described in the WFA Data Transparency Manifesto. Advertisers are committed to working with partners to ensure that data is collected in an ethical and transparent manner and stored securely using appropriate security mechanisms, including audits. Data collection must be the minimum required to provide a quality advertising experience.

8. Adoption of Measures to Improve Consumer Experience: Consumers are increasingly frustrated with ads that interrupt their experience, interrupt content, slow down navigation or consume their products. data plans. Advertisers and platforms need to design commercial communication opportunities to be less intrusive and provide a better user experience.