Global advertising trade group, The World Federation of Advertisers WFA, has proposed plans that could see the creation of a global advertising watchdog that would regulate internet ads.The announcement follows a report released earlier this week from PageFair — a tech company that provides ad blocking solutions to publishers — that claimed there are at least 419 million people blocking ads on smartphones worldwide.That's in addition to the 198 million desktop ad blocker users.The coalition will help technology partners to collect data on the kind of advertising consumers find annoying.Unlike other studies looking at this issue, which usually rely on survey data, the WFA wants to actively monitor real user behavior to identify the type of formats and frequencies that people find annoying.Then, the coalition will create a set of advertising standards that the industry should adhere to — some of which will be applied globally prohibiting the kind of advertising seen as "universally problematic" , while others will be applied locally, respecting different cultural perspectives.Speaking to Business Insider, WFA CEO Stephan Loerke, explained that the proposals go one step further than other existing plans to identify and remedy the cause of ad blocking because they will be based on real consumer data — "removing the arbitrary opinions of industry leaders or self-appointed consumer representatives.There are clear barriers to launch, including differing opinions from all players in the ad chain as to what an acceptable format looks like and the fact that the laws in different countries surrounding areas like privacy and advertising vary wildly.Loerke wouldn't discuss at this stage how the self-regulatory body would be funded — but he did say the cost would only be a fraction of global ad spend.Eyeo, the owner of popular ad blocker Adblock Plus, already operates an "Acceptable Ads" program, whereby ads that are not deemed irritating are white-listed for its users and users of other ad blocking apps that have signed up to the program, like Adblock.Via email, Loerke set out his intentions for the WFA's plans:Brands will stop investing money in formats and delivery frequencies which the data indicates to be generally problematic.Ad technology companies will stop serving formats and frequencies which the data indicates to be generally problematic, and will invest in developing experiences better aligned with consumers.Publishers will stop hosting formats which are seen to be generally problematic.NOW WATCH: We dare you to oversleep with Dwayne The Rock Johnson s new motivational alarm clock appLoading video...
Global advertising trade group, The World Federation of Advertisers WFA, has proposed plans that could see the creation of a global advertising watchdog that would regulate internet ads.That's in addition to the 198 million desktop ad blocker users.The coalition will help technology partners to collect data on the kind of advertising consumers find annoying.WFA CEO Stephan Loerke explained that the proposals go one step further than other existing plans to identify and remedy the cause of ad blocking because they will be based on real consumer data — "removing the arbitrary opinions of industry leaders or self-appointed consumer representatives."Loerke wouldn't discuss at this stage how the self-regulatory body would be funded — but he did say the cost would only be a fraction of global ad spend.—Ad technology companies will stop serving formats and frequencies which the data indicates to be generally problematic, and will invest in developing experiences better aligned with consumers.
Global trade body the World Federation of Advertisers WFA has produced a useful guide to the digital ad industry's toxic sludge.But it also urges publishers to be less desperate in chasing clicks and pennies.But until the ad biz can clean up its act, they should be careful spending anything at all:"Until the industry can prove that it has the capability to effectively deal with ad fraud, advertisers should use caution in relation to increasing their digital media investment, to limit their exposure to fraud," warns the report.Spam sites are a particular problem for programmatic advertising trades.Although some publishers might directly engage in purchasing traffic via botnets, nonhuman traffic on premium publishers is mostly because of low-quality sourced traffic, web crawlers and scrapers," says Ehsan Mokhtari, Sentrant CTO and a WFA board member.The graphic illustrates where a pound of digital advertising spending actually goes.
By contrast, he described Accenture Interactive as one of the most "entrepreneurially minded businesses" he had come across.The financial terms of the deal were not disclosed.This interview has been lightly edited for length and clarity.Business Insider's Lara O'Reilly: What was the appeal of Karmarama to Accenture?Brian Whipple Accenture : We are laser-focused on helping clients create the best customer experiences on the planet.While we are in that today, having Jon's team as part of the family vastly increase our ability to do that in the bleeding edge and I look forward to tapping the team across a network of opportunities.Karamarama is a media agnostic, technology agnostic, experience-first philosophy agency concept.A project Karmarama has been doing, Project Reconnect, which is championed WFA World Federation of Advertisers , looks at the long term trends of brand awareness, engagement, and trust.The number one issue is a lack of connection in digital experience and brandWe see bleeding edge demands being placed on the CMO by consumers who are now voting with ad blockers and other avoidance techniques to demand more from brands and CMOsO'Reilly: Independent creative agencies are usually favored by clients for exactly that: their independence.How are you going to prevent that from happening?Wilkins Karmarama : I think it can be true — definitely if we had gone into a classic marketing services holding company, there are two things that tend to happen.One: Management have selfish endeavors around their earn-out that forces them to become, maybe, greedy.And also they tend to work in silos and that can lead to a lack of entrepreneurialism.These are things we didn t want to happen to our brand.Within Accenture, we are very much agnostic, as Brian said.
Last Thursday, March 2, shares of Snapchat parent went public at $17, well above the $14-$16 initial public offering range.With SNAP shares now trading in the secondary market and the buildup of the IPO now behind us, the question to us is are SNAP shares really worth the current $34.7 billion in market capitalization?Odds are the IPO underwriters, which include ,, and , that made from the transaction, will have some favorable research comments on SNAP shares in the coming weeks.While SNAP shares fit within the confines of our investing theme and are likely to benefit from the shift in advertising dollars to digital and social media platforms like Facebook and Google and YouTube, our charge is to question using our thematic 20/20 foresight to see if enough upside in the shares exists to warrant placing them on the Tematica Select List?There are other reasons to be skeptical, including users migrating to newer social media platforms or ones that have been updated like Facebook’s Instagram that launched Stories to better compete with Snapchat.Making things a tad more complicated is the recent push back on digital advertising by Chief Marketer Marc Pritchard, who publicly expressed his misgivings with today's digital media practices and, As Pritchard made those and other comments, a survey from the World Federation of Advertisers showed that large brands are reviewing contracts related to almost $3 billion of advertising spend on programmatic advertising, which automates digital ad placement.
A collation of advertisers and agencies on both sides of the Atlantic have backed a set of global standards that insist their peers stop using annoying online formats that have expedited the rise of adblocking.It identifies six desktop formats including pop-up ads and auto-play videos alongside 12 mobile web experiences such as presititial ads and full-screen scrollover variants .(The full list of problematic ad formats can be seen on the coalition’s website).Many on the list have long been singled out by advertisers and users alike as formats that detract from the user experience, and so the findings from a survey of more 25,000 consumers who rated 104 ad experiences for desktop and mobile web in North American and European markets is unlikely to surprise many observers.Driven by the Coalition for Better Ads, which was formed at the height of the ad blocking debate last year, the learnings will now be shared amongst its members via presentations with trade associations, conference participation and webinars in the hope that the cited ad formats can be purged from media plans.The World Federation of Advertisers (WFA), itself a member, has said it will be one of those “strongly encourages its members and all advertisers to review the research and implement the Better Ads Standards in their online campaigns, helping improve the online ad experience for consumers and reduce the incentive to ad block”.
The Drum consults various sources to gauge how relationships between adtech and publishers will likely pan out.The ad industry's transparency trialsThe Guardian's dispute with Rubicon is arguably the latest episode in an industry-wide move towards gaining increased transparency over just how ad dollars are channeled throughout the media supply chain, and who eventually pockets what?Although the claims in said report were widely contested, the extent of the misgivings it helped spark were laid bare at this year’s IAB Leadership Summit, where Procter & Gamble's brand chief Marc Pritchard, voiced his intentions to review all of his agencies’ contracts with third-party vendors.Add to this the pre-existing concerns around the viewability of ads served online, performance measurement issues around the industry’s ‘walled gardens’, as well as reports claiming that almost 25% of all digital ad spend is collected by fraudsters, and the need for further scrutiny is achingly apparent.The spread of concern throughout the industry
Two thirds of big brands have committed to increasing online ad spend despite ongoing concerns around ad fraud and misplacement, according to a study conducted by the World Federation of Advertisers and Ebiquity.The study analysed the intentions and concerns of more than 50 global advertisers who collectively have an annual ad spend of more than $80bn.The research found that around two thirds plan to increase spend with 12% maintaining the same levels and 21% indicating they will reduce online spend.The investments come despite strong concerns around the ability to track performance, with 62% of respondents reporting that they are ‘dissatisfied’ with the overall level of measurement standards in online advertising, and only 45% clearly seeing the value it adds.Nick Manning, chief strategy officer for Ebiquity, said the survey results showed that “advertisers are not convinced by current measurement standards” and highlights an industry wide desire for improved safety and measurement standards.“Respondents demonstrate strong support for recent public calls by Marc Pritchard of Procter & Gamble and others for higher standards in independent measurement and verification in online advertising.”
p Mobile adtech company xAd has expanded its partnerships with Media Rating Council (MRC) accredited organizations including DoubleVerify, Integral Ad Science (IAS), Pixalate, and Moat, in hopes it will assuage growing concerns around viewability, ad fraud, and brand safety in mobile advertising.The company claims that it can now guarantee viewability rates of "70% or more" for clients who run a campaign with any of its four MRC-accredited partners.While the majority of the world’s largest advertisers are committed to increased investment in online advertising in 2017-18, some by as much as 40%, at the same time 90% of marketers report ‘viewability’ as a major concern and the majority (62%) are dissatisfied with measurement standards, according to the World Federation of Advertisers.What's more xAd – which specialises in location-based marketing – claims in these new areas of adtech standards often lag behind innovation, exacerbating advertiser concerns around viewability, ad fraud and brand safety.To mitigate these concerns, xAd is strengthening its partnerships and certifications with global intelligence platform and fraud protection provider Pixalate, viewability partner DoubleVerify, and digital ad trackers IAS and Moat.Through its integration with Pixalate, xAd will be able to monitor its entire network and identify both general and sophisticated invalid traffic.
Sexist ads could disappear from the streets of Berlin, as the city government has proposed a ban against billboard ads that feature women who are "weak, hysterical, dumb, insane, naive, or completely controlled by their emotions."Ads in which “a woman is barely dressed and smiling without reason, while a man is completely and comfortably clothed" would not be allowed.A panel of judges would use this criteria when considering whether an ad should be allowed on a billboard in the city.According to the newspaper Deutsche Welle, the move from Berlin's city government aims to make the city a more welcoming place, although opponents to the billboard plans said that the city government officials "have no right to interfere in the free market.”Stephen Loerke, chief executive officer at the World Federation of Advertisers (WFA), said this move can be seen “more as a symptom of a wider problem in society.Politicians become nervous as people are offended by ads in public places.”
Marketers are demanding more accountabilityPhoto Illustration: Yuliya Kim, Sources: Getty ImagesIn recent years, marketers have made it clear that they need greater transparency in their digital advertising.a portal that lets clients see—in real-time—how much money they’re spending with online vendors, along with how successfully those ads are performing.Havas global managing director Dominique Delport said that tracking “literally every penny” of online ad buys will allow brands to retain more confidence surrounding their digital spend.For marketers, this new technology goes a long way in building trust within the ad ecosystem and offering advertisers the transparency they need.
Amid industry concerns around ad fraud, viewability, transparency and more, global marketers are making radical changes to claw back control of their media activity – with 70% of brands amending media agency contracts to bring clarity to the buying process.A fresh report from the World Federation of Advertisers (WFA) has indicated that household names are taking action to improve their media governance practices across a wide range of areas, rather than simply paying lip service to concerns.Things came to a head last year after Procter & Gamble boss Marc Pritchard pledged to bring transparency to what he described as the “murky at best, fraudulent at worst” media supply chain.As part of a step change in the way the industry scrutinises media buys, two-thirds of marketers have also decided to bulk up their internal capabilities by hiring dedicated staff to ensure there is clear ROI.Meanwhile 89% said they are currently limiting, or planning to limit, investment in ad networks that do not allow the use of third-party verification following a brand safety furore at the start of the year.Following on the from the US Association of National Advertisers (ANA) and K2 report into media transparency, which caused waves in the industry last year, the WFA has found that transparency remains the number one priority for almost half (47%) of brands.
However, it would seem that those same advertisers are now taking on more of the media-management tasks they previously assigned to agencies.From Heineken building its own ad network to Diageo assembling its own trusted marketplace of media owners, big-name advertisers are getting wiser to what’s happening to their budgets online.More than 6 in 10 (65 percent) brands have improved their understanding of the issues surrounding media transparency over the last year with moves such as hiring a head of programmatic, according to a poll of 35 multinational companies the World Federation of Advertisers (WFA) conducted in May.Fifty-five percent of advertisers are limiting the number of ads they buy on open ad exchanges, according to the same study.A quarter (24 percent) of advertisers have taken greater contractual control of programmatic via a hybrid model like the one Volkswagen is building following a media review.A further 41 percent of brands plans to follow in the car maker’s footsteps, per WFA.
The IAB UK doesn’t have any immediate plans to collaborate with law enforcement as part of its freshly unveiled Gold Standard initiative, in which the likes of Facebook, Google and News UK have promised to commit to cleaning up the digital ecosystem.When pressed on whether the IAB would be looking to team up a police unit to probe into issues like ad fraud with a view to creating a unit similar to the Police Intellectual Property Crime Unit (PIPCU) – the London-based police operation designed to tackle copyright infringement – IAB chief executive Jonathan Mews said that, for now, this wasn’t the focus of the scheme.“At the moment, this is about getting companies to adhere to industry best practices.That’s not something that we need law enforcement to help with, it’s something we can proactively do ourselves,” he said, adding: “Further down the line, perhaps we might get to that point but at the moment it's about trying to make sure we implement the basic things that really help.”Globally, marketers are anticipated to lose $16.4bn to ad fraud this year, with the World Federation of Advertisers (WFA) previously saying the practice is “second only to the drugs trade” as a source of income for organised crime, predicting it will cost brands more than $50bn by 2025.Despite this, little has been done to prosecute those benefiting from click fraud.
The issue of transparency continues to be a hot topic and even Facebook is ushering in more transparency by changing its sponsored formats.A study from the World Federation of Advertisers (WFA) found that nearly 90% of advertisers are reviewing their programmatic advertising contracts as they look for more transparency.And what more can marketers be doing to make the industry transparent and safe for every participant in the supply chain?The Drum, in partnership with Iotec, have decided a radical change needs to happen, and fast.It is why it is launching a panel event to an audience of senior brand marketers at an exclusive venue in London, to discuss these issues at length and find out what it will take to rebalance the whole ecosystem.Hosted in Soho on 15 February, ‘Ethical Adtech: Does adtech have a heart?’ will reveal how marketers can tackle issues around viewability and brand safety – all the while sharing their own experiences of encountering challenges with transparency.
At the time, I thought, “there goes another one.” A major brand trying to become more nimble, gain control of the ad buying process and save money — during a time when confusion and frustration is mounting in digital advertising.I was encouraged by Sprint’s move, but not surprised.Personally, I don’t know any advertiser that doesn’t crave quicker response times and more control over performance data and how their ad budget is spent.Advertisers I talk to are increasingly cutting agencies back as a result, or even forgoing them altogether.According to a survey by the World Federation of Advertisers last spring, 41 percent of marketers plan to take greater control of their programmatic ad spending this year.The progression of in-house media
The Incorporated Society of British Advertisers (Isba) has launched a new viewability standard, calling for brands to be given the facility to buy digital display ads in 100% view.Many advertisers, including the world’s biggest spender Procter and Gamble (P), subscribe to the standard set by US-based body the Media Ratings Council (MRC) that ads should be at least 50% in view.However, Isba has said it’s own long-term aim is for there to be a market where brands are able to buy their ads “delivered as designed” ie 100% in-view for the full screening duration.According to the World Federation of Advertisers, in the UK alone almost £600m per-year is believed to be wasted on non-viewable ads, with 63% of members saying they are now only investing in viewable impressions which meet industry standards.Isba said it recognises that not all advertisers will want to buy against 100% viewability, but argued brands should be able to buy against whatever threshold is best for them, whether it’s 100% or below.The move from Isba comes just months after Paul Bainsfair, the general director of the Institute of Practitioners in Advertising (IPA) called on Facebook and Google to lead the way in delivering inventory that optimised for 100% viewability.
The World Federation of Advertisers (WFA) has called on marketers to go one step further than GDPR and actively reduce the amount of data they use and take greater control of their media supply chain.Those that have already agreed include Unilever, Mars, Pernod Ricard and Shell.WFA president, and RBS chief marketing officer, David Wheldon said the ‘Manifesto for Online Data Transparency’ has been two years in the making as marketers increasingly have to grapple with issues around how data is used in their digital supply chains.It was brought to a head last year by the well-documented brand safety issues that plagued Google, accounts of data fraud, and the more recent scandal involving Facebook and Cambridge Analytica.“There is of course efficacy in the platform and successful business results, that can’t be denied, but what also can’t be denied is Facebook’s use of data and respect for people’s right to privacy has been limited and that’s why they’ve been caught out in the way they have.”What the Facebook saga has brought to light is the increasing disconnect between how people think their data is being used, and the reality, and what happens to a company when that comes out.
The World Federation of Advertisers has published its Global Media Charter, a written call to arms designed to engender reform of the digital ad ecosystem to the benefit of both brands and consumers.Setting out eight ‘Principles for Partnership’, the document seeks to build on concerns raised by Procter & Gamble, Unilever and others on the issues of transparency, brand safety, ad fraud and viewability by creating a mandatory framework that all agencies, ad tech firms and media platforms must comply with to secure future ad revenue.WFA chief executive Stephan Loerke said: “The digital ecosystem has grown so rapidly, it’s no wonder that it’s far from perfect.But the time for indulgence is over.The largest chunk of the world’s marketing budgets is now invested in digital platforms and advertisers have a right to demand that the money they invest can be clearly tracked and understood.It’s not just about knowing that budgets have been well spent.
The World Federation of Advertisers (WFA) have made more announcements at their Global Marketer Week in Tokyo, Japan this week, which was held alongside Advertising Week.In additon to its Global Media Charter, It announced the release of ‘Guide to Progressive Gender Portrayals in Advertising’, which aims to challenge brand marketers to stop producing stereotypical ads and introduce a more progressive portrayal of both sexes in ads.The global trade association is keen to use this guide to identify key steps that brand marketers should take to ensure their organisations embrace diversity both internally and externally.Ranji DavidDirector - Asia Pacific, Marketing Services at WFA - The World Federation of Advertisers"If last year was about a 'wake-up call' then this year is about taking back control."It's a packed room of more than 70 marketing leaders at the WFA MediaTransformation session this morning in Tokyo with Luis Di Como at Unilever, Ben Jankowski at MasterCard, Sital Banerjee at Phillips, Julie Chan at Pfizer, Andrea Bernhardt at RB Health, Spencer Lee at AirAsia, and Fiona Lam at Volvo providing perspectives from the frontlines and the factors that build towards success.
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