{"id":3163,"date":"2017-11-22T12:29:56","date_gmt":"2017-11-22T17:29:56","guid":{"rendered":"http:\/\/www.acaweb.ca\/en\/?p=3163"},"modified":"2021-07-29T21:30:53","modified_gmt":"2021-07-30T01:30:53","slug":"3-ways-to-clean-up-digital-media","status":"publish","type":"post","link":"https:\/\/acaweb.ca\/en\/2017\/3-ways-to-clean-up-digital-media\/","title":{"rendered":"3 Ways To Clean Up Digital Media"},"content":{"rendered":"
\"Chris
ACA’s Chris Williams moderates the panel discussion with (L:R) Jason Kint, George Ivie and Joan Brehl as audience questions appear on the screen behind them.<\/figcaption><\/figure>\n

The year\u2019s not over yet, but it\u2019s probably safe to say that issues with digital advertising was very much the story of the year. Concerns about ad fraud, brand safety, ad tech transparency and many billions of wasted dollars have rightfully become a preoccupation for marketers around the world. <\/p>\n

Those headaches were the motivation behind the ACA\u2019s Executive Forum earlier this month – with the theme \u201cDigital Redemption: Regaining Faith In Media Accountability.\u201d<\/p>\n

The ACA invited three preeminent industry leaders to the picturesque Corus head offices on Toronto\u2019s waterfront to talk, in real terms, about what is being done to clean up a very messy digital supply chain, to restore the faith of advertisers and renew media credibility. <\/p>\n

\u201cThere\u2019s been lots of bad news,\u201d said Chris Williams, ACA\u2019s vice-president, digital. \u201cThe question is what is happening to make things better.\u201d <\/p>\n

Here is just some of what attendees heard. <\/p>\n

The Importance Of Trust<\/h3>\n
\"Jason
Jason Kint, CEO, Digital Content Next<\/figcaption><\/figure>\n

The morning kicked off with a presentation from Jason Kint, CEO of New York-based Digital Content Next. <\/p>\n

One of the fundamental flaws in the digital advertising ecosystem that emerged as automation took off was a lack of trust, arising from the increasing complexity of the system, he said. As more and more ad tech intermediaries got between the advertiser and publisher\/consumer, it became almost impossible for advertisers to know where their budget was going and who was getting what. <\/p>\n

\u201cIf you don\u2019t know where the money is going, and you have got people in the middle who are for-profit companies trying to maximize their take, then of course there is more money going to the middle,\u201d he said. <\/p>\n

Today, according to DCN, less than 50% of every marketing dollar invested becomes working media. <\/p>\n

DCN came up with a solution to this problem. A year ago, its board approved a bold experiment to rebuild the supply chain: a cooperative private exchange connecting advertisers to premium publishers with engaged audiences, but operating as a non-profit. \u201cIt had one purpose: to build a sustainable future for trusted advertising,\u201d he said. <\/p>\n

TrustX went live in June with more than 30 premium publishers like ESPN, Business Insider<\/em>, Financial Times<\/em>, The Daily Caller<\/em> and Newsday<\/em>. Soon after, the Association of National Advertisers gave the effort a boost by urging members to test drive the exchange and become part of the larger effort to clean up the system. There is total cost transparency from bid request through delivery, and 100% human and viewable impressions, or the advertiser doesn\u2019t pay. <\/p>\n

\u201cThey are literally resetting the supply chain on programmatic to solve for simplicity, scale and actually delivering the trust and the value that you expect.\u201d<\/p>\n

The Importance Of Authenticity<\/h3>\n
\"Joan
Joan Brehl, Vice President and General Manager of the Alliance of Audited Media Canada<\/figcaption><\/figure>\n

Kint was followed by Joan Brehl, vice president and general manager of the Alliance of Audited Media Canada. Brehl outlined the scope of the ad fraud problem for marketers and provided an unambiguous call-to-action. <\/p>\n

Worldwide, there are about 329 million registered domains but just 11 million (3%) of them are legitimate, she said. That means more than 300 million illegitimate sites around the world, often plugged into programmatic exchanges, buying traffic and selling fake display impressions. \u201cThey are stealing money from the marketers and publishers. It is counterfeit, not unlike counterfeit handbags and watches.\u201d<\/p>\n

The problem has grown because marketers became so preoccupied with chasing audiences and impressions through programmatic buying that they lost control of it, allowing big chunks of their ad budget to flow right into the pockets of fraudsters running those illegitimate sites. <\/p>\n

In response, some marketers have massively scaled back on the number of sites where they advertise. JPMorgan Chase went from 400,000 sites to just 5,000, \u201cand to their surprise, there really was no significant change in effectiveness,\u201d Brehl said. <\/p>\n

In other words, marketers can be more selective about where their ads appear and select publishers that have been independently audited by a credible third party. <\/p>\n

\u201cMy message to you as marketers is you must be persistently vocal about publishers getting AAM certification,\u201d she said.<\/p>\n

\u201cIn the war against ad fraud, we can do it but we have to distinguish quality publishers with human audiences from fraudulent sites.\u201d <\/p>\n

The Importance Of A Good View<\/h3>\n
\"George
George Ivie, CEO, Media Rating Council<\/figcaption><\/figure>\n

The last speaker of the morning was George Ivie, CEO of the Media Rating Council. MRC has its roots in the 1960s but has been in the spotlight a great deal this year after Mark Pritchard, CMO of the world\u2019s largest marketer, P&G, said he was tired of wasting money in digital in a January speech that reverberated across the industry. <\/p>\n

\u201c[W]e need objective, validated measurement to be sure that we\u2019re getting the viewability, the audience, the reach and the frequency we pay for,\u201d he said. For Pritchard, the best choice to provide that objective measurement was MRC. \u201cSo at P&G, we\u2019re expecting every media supplier\u2014including publishers and measurement vendors\u2014to adopt MRC-accredited third-party measurement verification during 2017.\u201d<\/p>\n

The shift toward accepting MRC as the industry standard for viewability hasn\u2019t been easy, said Ivie. <\/p>\n

\u201cWe have caught a lot of spears. It is controversial and it is highly disruptive, but one thing it does do, it takes non-viewable ads out of the equation,\u201d Ivie said. \u201cIn the U.S. alone, those ads were about 50% of the media supply chain. Marketers were paying for 50% of the ads that never had the opportunity to be seen. That was billions of dollars.\u201d <\/p>\n

Talking about fraud, Ivie said that while progress has been made in preventing the types of ad fraud we\u2019ve heard so much about, new challenges emerge. <\/p>\n

For instance, as protections and countermeasures improve, automated bot-fraud has been on the decline, but the fraudsters have shifted their approach.<\/p>\n

\u201cThe problem is the bad guys shift. What they are shifting to is stuff that either looks like a human or is a human. They actually hire people out there in a country where they don\u2019t pay a lot of money and they are there actually creating traffic.\u201d <\/p>\n

Machine takeovers are also an increasingly popular tactic of \u201cthe bad guys\u201d and fraud is rising in the app space because that is where the money is flowing, he said. \u201cIt\u2019s like a law of nature. Fraud follows high dollar transactions, and that is where it\u2019s going.\u201d <\/p>\n

The Importance Of What\u2019s Next<\/h3>\n

The morning wrapped with the three speakers retaking the stage to answer questions from the audience. The discussion covered everything from contract language to walled gardens to bad actors impersonating (and damaging) brands online. One attendee (we\u2019re assuming a frustrated buyer) noted the pressure on media agencies to chase impressions at the lowest CPM, which makes it difficult to buy premium publishers. <\/p>\n

But a lot of those clicks you\u2019re getting at the low CPM aren\u2019t even giving an actual viewable impression, said Kint. <\/p>\n

\u201cCPMs are higher with TrustX based on pure CPM perspective, but based on the viewability math it is very, very competitive and you know where your ads run when your CMO asks. You have got real answers now and I think that is worth something.\u201d <\/p>\n

The discussion concluded with a look toward the next big change coming to the industry, the imminent implementation of the GDPR in Europe (which if you haven\u2019t heard about yet, you should read this<\/a>). <\/p>\n

Even if it is less relevant to marketers in Canada and U.S., it won\u2019t be irrelevant, and whether it\u2019s GDPR itself or other new privacy protections, the implications could be huge. <\/p>\n

\u201cI think there is significant change coming to our industry,\u201d said Kint. \u201cThe ad tech ecosystem is going to get crushed by GDPR and the privacy regulations that are coming.\u201d<\/p>\n

It\u2019s going to make everything harder for the industry for a little while, but from those challenges a big opportunity could emerge, he said. <\/p>\n

\u201cThat may be uncomfortable for a lot of us. But what it is going to do is shore up the relationship with the consumer and the sites they choose to use and the advertisers that want to associate with it.\u201d <\/p>\n

Want more Executive Forum content?<\/h3>\n

See photos and video highlights<\/a> from the day. Members can log in to view the presentations and download the slides too.<\/p>\n","protected":false},"excerpt":{"rendered":"

The year\u2019s not over yet, but it\u2019s probably safe to say that issues with digital advertising was very much the story of the year. Concerns about ad fraud, brand safety, ad tech transparency and many billions of wasted dollars have rightfully become a preoccupation for marketers around the world. Those headaches were the motivation behind […]<\/p>\n","protected":false},"author":1,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"content-type":"","footnotes":""},"categories":[183,193],"tags":[357,242,726,375,731,312,732,727,475,579],"acf":[],"yoast_head":"\n3 Ways To Clean Up Digital Media | Association of Canadian Advertisers<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/acaweb.ca\/en\/2017\/3-ways-to-clean-up-digital-media\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"3 Ways To Clean Up Digital Media | Association of Canadian Advertisers\" \/>\n<meta property=\"og:description\" content=\"The year\u2019s not over yet, but it\u2019s probably safe to say that issues with digital advertising was very much the story of the year. 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