Advertising

Advertisers unite to demand digital ad ecosystem reform

By John Glenday | Reporter

WFA

|

WFA article

May 17, 2018 | 3 min read

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. We also need to be reassured that brand and consumer interests are protected in these new platforms.”

The latest marketing news and insights straight to your inbox.

Get the best of The Drum by choosing from a series of great email briefings, whether that’s daily news, weekly recaps or deep dives into media or creativity.

Sign up
WFA

Advertisers unite to demand digital ad ecosystem reform

To catalyse this change the WFA has broken the issue down into eight key principles; namely ‘zero tolerance’ for ad fraud and compensation for any breach; tougher brand safety protections; minimum viewability thresholds and transparency throughout the supply-chain.

Other action points for both advertisers and media include third-party verification and measurement as a minimum requirement; removal of walled-garden issues; improving data transparency standards and improving the customer experience.

Going forward the WFA is calling on all parties within the media value chain to collaborate on the implementation of these eight principles.

Advertising

Content created with:

More from Advertising

View all

Trending

Industry insights

View all
Add your own content +