Why digital advertising works
Discover why digital advertising is effective for reaching your customers and building brands.
Posted on: Monday 27 June 2022 | The Kite Factory
These FAQs have been developed by IAB UK members from different parts of the industry to help buyers understand more about the companies operating in digital advertising and where value is being added.
Content correct as of February 2022
The questions fall under three different categories:
What is your business model and how do you make money?
We work on a contractually agreed commission model
Can you outline the full details of the agreement on a booking form / contract?
Commission is displayed in granular detail on all media plans
Will you share who your trading partners are?
We are fully transparent on all tech partners used for activity in granular detail on media plans
Do you own the inventory you sell?
No, we are a planning and buying agency not a publisher
If you don’t own your own inventory then how do you access inventory and which platforms do you use?
We use a variety of self-serve and managed DSPs which would be included in granular detail on media plans
Do you specify your media placements and positions?
No, we are a planning and buying agency not a publisher
What insights do you provide back to advertisers?
Bespoke to client requirements weekly, monthly and ad hoc reporting using a variety of tools and platforms
Does the inventory you own or access include UGC content?
We do not own inventory
What brand safety measures do you use?
We use MRC accredited pre-bid technology on the highest possible settings and MOAT for post-bid analysis. All our partners have agreed to the IAB Gold Standard 2.0 guidelines.
Which industry standards have you been certified against?
IAB Gold Standard underpinned by JICWEBs certification and independently audited by TAG
Do you have a policy in place for ad-misplacement?
Yes we have contractual processes and response timings
Are you happy to share your optimisation tactics?
We share all optimisations on weekly client status calls and in reporting commentary
Under GDPR what legal basis are you providing your services under?
We have contractual DPAs with all our clients which are bespoke to the scope of work
If consent is the mechanism then can you prove how you obtained it?
The responsibility for gaining consent sits with our clients
Are you using the IAB Framework?
Yes for all elements applicable to media agencies
What other 3rd party data partners require consent for your business to deliver its service?
All our tech partners require consent to drop cookies on our client website
What do you do with data you obtain from advertiser’s campaigns or data tags?
Campaign data (not including any Pii) is used for reporting.
Are advertisers permitted to appoint their own 3rd party partners for verification and measurement?
Yes we are happy to work within clients individual agreements
Will you provide a link to your privacy and data policies?
Yes but most clients have bespoke DPAs
Will you share how you build audience, contextual and targeting segments?
We are fully transparent on segment creation on all media plans and reporting insights.
To find out which other companies have completed the FAQs, please visit our members directory here.
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