This seminar, shaped by the IAB’s Industry Groups, will look at what the industry is doing to tackle the big challenges, to build trust and instil confidence.
Digital advertising has reached a tipping point. It’s now the majority of media spend in the UK…52% in fact (source: IAB / PWC Digital Adspend Study).
With this is mind, the spotlight has increasingly been shone on some of the thornier issues that exist in digital. The IAB’s mission is to ‘build a sustainable future for digital advertising’ so this seminar, shaped by the IAB’s Industry Groups, will look at what the industry is doing to tackle the big challenges, to build trust and instil confidence.
IAB Non-members: £120.00 + VAT
Trust is at a low ebb in online advertising, whether between clients and suppliers or media owners and end users. Data privacy, brand safety, viewability, transparency, fake news and fraud have all combined to increasingly challenge trust. The return of contextual advertising can help solve these problems, rebuilding trust by focusing back in on quality and integrity.
We’ve been asking consumers all over London about some of the fundamentals of the digital advertising and media industries.
Your challenge: can you predict what they did and didn’t understand? Because — to trust something, you must first understand it...
In a few short years programmatic advertising has burgeoned into a $30 billion industry, responsible for four out of five digital ads served online today. But as the programmatic industry continues to grow at rapid pace the biggest issue facing digital advertising has still not been resolved; an opaque and unregulated media supply chain.
To maximise the full potential of programmatic advertising, the industry’s leading advertising exchanges, including OpenX, Rubicon Project, Sovrn, SpotX, Telaria and PubMatic, have committed to a new framework of principles that ensure publishers and advertisers can fully trust programmatic marketplaces. The principles – founded on the three core values of marketplaces: efficiency, transparency and a fair-market – are the first time top advertising exchanges have aligned around a single framework of rules, standards and commitments regarding marketplace dynamics, reinforcing the industry’s on going commitment to delivering a trusted and transparent ecosystem for publishers and advertisers.
To ensure compliance of the new principles, industry association TAG (Trustworthy Accountability Group), has already started the process to develop a new global certification and seal. The seal will enable brands, agencies and publishers to validate compliance to these important market principles across all partners in their media supply chain – a major breakthrough in restoring trust.
me selling their own inventory and data – essentially, the player is also acting as the referee. The result? Brands are paying more without being entirely sure of what it is they are paying for – and whether it’s the best buy for their campaign
This presentation is drawn from research into consumer responses to consent – specifically opt-in experiences within in the advertising sector (UK Nat Rep Sample: n=1,200)
The method was to realistically simulate a variety of consent experiences to isolate key design, commercial, brand, and consumer factors which drive or inhibit levels of consent for advertising
The presentation will provide detailed insight about the right "trading" environment for opt-in as well as a framework for understanding trust that is both strategic and actionable
Brands absolutely have the right to full transparency from all their partners in the supply chain, including price transparency, although there’s a need to shift brands’ focus from margins to media spend.
As part of the murky supply chain that currently exists, companies are advising brands on what media to buy while at the same time selling their own inventory and data – essentially, the player is also acting as the referee. The result? Brands are paying more without being entirely sure of what it is they are paying for – and whether it’s the best buy for their campaign
Is Social and Influencer Marketing at risk of being in the headlines for all the wrong reasons?
The display and mobile advertising industry has been hit hard over the last few years by real threats that have not just defrauded advertisers, but has also caused significant trust issues for marketers and consumers. The threat is now spreading to social and influencer marketing and unless we learn our lessons, we are at risk of driving marketers away.
The good news is that we can stop this endemic easily by navigating brands through the risks and ensuring authenticity across both content and users.