The World Federation of Advertisers has today published a global media charter as it rallies agencies, ad-tech providers, media owners and platforms to create a “safer, more transparent” environment for brands and consumers.
The charter has been developed by some of the world’s largest advertisers, including Coke, Diageo, Deutsche Telekom, L’Oreal, Mastercard, Nestle, P&G and Unilever and sets out principles to create “a better, more balanced, digital marketing ecosystem.”
The news comes as online advertising has faced strong criticism, with headlines over brand safety, ad fraud, transparency, viewability and mis-measurement knocking advertiser confidence.
There have since been calls from major advertisers to clean things up, with Unilever kicking off the year by announcing it cannot continue to prop up a digital supply chain which at times is “little better than a swamp in terms of its transparency.”
The WFA said the charter creates a framework that agencies, ad-tech companies and media platforms should comply with if they wish to secure advertising revenues in the future.
“The digital ecosystem has grown so rapidly, it’s no wonder that it’s far from perfect,” said Stephan Loerke, CEO of the World Federation of Advertisers.[advert position=”left”]
“But the time for indulgence is over. The largest chunk of the world’s marketing budgets is now invested in digital platforms and advertisers have a right to demand that the money they invest can be clearly tracked and understood.
“It’s not just about knowing that budgets have been well spent. We also need to be reassured that brand and consumer interests are protected in these new platforms.”
The WFA, alongside the companies and advertiser associations who helped develop the charter across the globe, including the UK’s ISBA, are calling on all players in the media supply chain to work together to implement eight new principles (see below).
Ben Jankowski, senior vice president of media at Mastercard and co-chair of WFA Media Forum said: “As the market continues to change quickly, global brands are being more tangible and specific about what we expect from the entire ecosystem; our tech partners, agency partners, media owners and digital platforms.
“The WFA’s global media charter is designed to ensure that everyone has the same common understanding of what we all need to do to thrive. Everyone should join us on this journey.”
Meanwhile, Luis Di Como, EVP global media, Unilever, added: “Whether it be viewability, measurement, ad fraud of brand safety, we must work collectively to drive quality and transparency for our consumers and ourselves as advertisers.”
The WFA states that the eight ‘Principles for Partnership’ require action from both advertisers and those across the media value chain. In full, they are:
1. Zero tolerance to ad fraud with compensation for any breach: a streamlined process to refund all media investments, including fees/commissions, found to be associated with invalid traffic/non-human impressions. Advertisers seek to use accredited third-party verification solutions to assess exposure to ad fraud.
2. Strict brand safety protection: Advertisers require platforms and publishers to accept responsibility for the content carried on their sites and to employ comprehensive and rigorous safeguards on which accounts and channels can host paid advertising. Advertisers commit not to target media investment at content platforms that misuse and infringe IP laws or sites responsible for fake news content or disinformation.
3. Minimum viewability thresholds: Brands should be able to trade against the viewability level that is appropriate for their business including 100% in-view for full duration, if desired. Advertisers understand that higher viewability standards could impact on inventory supply and campaign reach.
4. Transparency throughout the supply-chain: complete transparency through the supply chain (digital or otherwise) covering pricing and trading, fees and costs, placement and data usage. Advertisers respect the right of partners to be profitable and commit to relevant and fair levels of remuneration for services rendered.
5. Third-party verification and measurement as a minimum requirement: Self-reported data is unacceptable, and advertisers need third-party verification that inventory is viewable, fraud free, brand safe and on-target. Advertisers commit to prioritise third-party ad serving and verification companies who are audited and certified by the relevant industry-approved bodies.
6. Removal of ‘walled garden’ issues: data and technology should be unbundled, allowing advertisers to use the third-party buying platform of their choice in any and all environments. Publishers and platforms should work to create a solution that provides impression level data with spend tracking companies to enable brands to track media spend in their category and competitive set.
7. Improving standards with data transparency: Data supply chain partners must uphold the same high standards outlined in the WFA’s Data Transparency Manifesto. Advertisers commit to working with partners to ensure data is ethically and transparently sourced as well as securely stored with appropriate assurance mechanisms, including audits. Data collection should be the minimum required to deliver a quality advertising experience.
8. Take steps to improve the consumer experience: Consumers are becoming increasingly frustrated with ads that disrupt their experience, interrupt content, slow browsing or eat up their data allowances. Advertisers and platforms should design commercial communication opportunities so that they are less intrusive and offer a better user experience.
