john mcgee: transparency now a must for digital ad ecosystem - laser profile measurement

by:UMeasure     2019-10-25
john mcgee: transparency now a must for digital ad ecosystem  -  laser profile measurement
Earlier this month, the Association of Advertising Practitioners (IPA)
And the British Association of advertisers (ISBA)
In the UK, they jointly called on their respective members to increase transparency when the advertising ecosystem provides responsible and credible data for advertisers.
While this seems to be a very reasonable and sensible requirement, it has caused some disaffection in some ways and upset those who are less keen on the concept of transparency.
It took so long for IPA and ISBA to push this, beggar faith.
In an increasingly complex and fragmented advertising ecosystem, the need for transparency and accountability has never been so strong due to allegations of opacity, advertising fraud, poor viewability.
On the surface, IPA/ISBA requires better standards in the use of audience data and how to trade, and it makes sense for independent audits to support them.
They pointed out that any proprietary data set, such as those held by companies such as Google and Facebook, should have the same level of responsibility as other industries --
It has a trading currency.
In addition, these should also "support the principles of the joint industry currency model as the best-in-
Class methods that provide objective and comparable audience data and metrics.
"For those who don't realize this, it may sound like a bunch of crap, but for an industry that is going through profound structural changes, any effort to introduce transparency into a world that is usually vague is welcome, where money from customers is increasingly flowing into digital advertising.
Their request is in a few high
Profile measuring cock
Over the past 12 months, ups, which Google and Facebook have participated in, will only weaken confidence in the digital advertising ecosystem.
However, the IPA/ISBA call for transparency may go further.
For example, it can be argued that they should invest their network more widely, perhaps, from their American counterparts-the National Association of advertisers (ANA).
At this time last year, ANA released a condemnation and report on the lack of transparency in the media buying industry, which believes that this is not shocking and may not be accessible.
Written by business intelligence company K2 intelligence, is considered an independent study of media transparency in the US advertising industry, ANA
Transparent business practices do contain controversial issues, audience measures, and the quality of the media being purchased.
But it also contains equally controversial issues, such as rebates and discounts to media outlets, and whether they will be returned to advertisers;
Potential cost of media and profit and mark of any organization
Any internal incentives provided to employees by Ups and institutional holding companies to encourage them to advertise to certain media.
Needless to say, most of these practices are found to be prevalent throughout the US industry --
Like they do in England and Ireland.
They have been there for more than 20 years.
However, what has changed over the past few years is that more and more advertisers are putting their money into digital advertising.
Unfortunately, when it comes to how their money is spent and where it is spent, many of them are not looking under the hood.
Most of the time, they don't understand the complex supply chain that exists, especially in programmatic advertising, which accounts for a large part of their investment.
Although programmatic advertising promises a lot in improving efficiency and better reality
Time-oriented, from The Advertiser's point of view, there is growing concern that it has nothing but effectiveness.
A recent presentation by media consultancy Ebiquity at the annual meeting of the World Federation of Advertisers shows that customers spend every $1 on programmatic advertising, in fact, in a safe environment, only 15 cents are spent on ads that real target audiences watch.
The remaining 85 cents were spent on agency fees, trading platform profits, technical and data fees
Ads can be viewed or lost due to advertising fraud.
At the same time, publishers get only 40 cents out of $1.
If this is the case, then using the customer's money is hardly an effective way.
In fact, some people would say it was a complete scandal.
These will not help the development of digital advertising, will only create an atmosphere of distrust.
When ad blocking and advertising fraud are the real concerns of advertisers, different players in the advertising ecosystem really need to come together.
The starting point should be transparency and accountability.
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