Procter & Gamble’s chief brand officer Mark Pritchard might be the lone voice on the client side in his calls for digital marketing to clean up its act but help is at hand from two leading US and UK standards bodies which have just joined forces in an attempt to tackle some of the biggest issues.
The Trustworthy Accountability Group (TAG) in the US and the Joint Industry Committee for Web Standards (Jicwebs) in the UK are focused on slightly different but complementary issues but they are set on combating concerns over brand safety, buying transparency, fraud and criminal activity.
The aim is to transfer learnings between the respective initiatives to improve their effectiveness and create a united and consistent approach across markets to tackle criminal activity and clean up the digital ad supply chain.
It has been estimated that the digital advertising industry could gain $8.2bn by eliminating fraud and flaws in the digital supply chain in the US alone.
TAG was established by US bodies, the IAB, the Association of National Advertisers and the American Association of Advertising Agencies. Its primary focus is to fight ad-supported internet piracy, combat malware, eliminate fraud and promote brand safety.
Jicwebs is the cross-industry independent body responsible for developing standards for online ad trading and is made up of the IAB, ISBA, the IPA and AOP. Its primary focus is tackling fraud, brand safety and viewability.
TAG president and CEO Mike Zaneis said: “Since 2014 TAG has built programmes to tackle fraud, malware and piracy in digital advertising, as well as promote transparency and brand safety. However, the message from advertisers is clear: we need a consistent and joined up approach across markets and we look forward to working with Jicwebs to progress delivering this.”
Jicwebs chair Richard Foan added: “We have made great strides in promoting greater transparency in the UK digital advertising market, as well as minimising the risk of advertising fraud. But we need a global approach for local markets and I believe that together with TAG we will offer this.”
New IAB chief vows to tackle digital issues head-on
Big issues to tackle in 2017: online ad effectiveness
IAB insists it is winning the war on online ad issues
IAB UK hunts new chief as industry threats mount
Adblock Plus launches its own ad sales platform
Facebook says it will force ads through ad-blockers
Data insight ‘the only cure to ad-blocking epidemic’
Annoying, irrelevant ads driving ad-block take-up
Ad-blocking up again but many turn it off – if forced
Huge rise in mobile take-up fuels ad-blocking fears
Over half of all online ads are never even seen
To leave a comment please register – it takes less than a minute and is free of charge. You will also get our weekly email update The DM Report (to opt out contact email@example.com). If you are an existing user, please log in. If you have forgotten your log-in details please email firstname.lastname@example.org to get them reset!