Three Questions Digital Advertisers Need to Ask Themselves

•

1 like•144 views

Presentation from DMX Dublin, given in the Aviva Stadium on March 8, 2017, covering the problems with ad-tech, the EU's GDPR and the dearth of creativity in digital advertising.

THREE QUESTIONS DIGITAL ADVERTISERS
NEED TO ASK THEMSELVES.

"WE SERVE ADS TO CONSUMERS THROUGH A NON-
TRANSPARENT MEDIA SUPPLY CHAIN WITH SPOTTY
COMPLIANCE TO COMMON STANDARDS, UNRELIABLE
MEASUREMENT, HIDDEN REBATES AND NEW
INVENTIONS LIKE BOT AND METHBOT FRAUD.”
MARC PRITCHARD, P&G

WHAT IS P&G CALLING FOR?
•ONE VIEWABILITY STANDARD
•INDEPENDENT MEASUREMENT & VERIFICATION
•TRANSPARENT AGENCY CONTRACTS
•ACTIVE PREVENTION OF ONLINE ADVERTISING
FRAUD

EU PROPOSING:
GUARANTEED CONFIDENTIALITY OF USERS' ONLINE
BEHAVIOUR & DEVICES.
SPAM, DIRECT MARKETING AND THE PROCESSING OF
DATA TO BE ALLOWED ONLY WITH PRIOR CONSENT.
USERS ASKED FOR PREFERENCES ON THIRD PARTY
COOKIES WHEN THEY INSTALL A BROWSER, RATHER
THAN WHEN THEY'RE BROWSING THE WEB.

EU PROPOSING:
EUROPEAN CITIZENS ALSO HAVE THE RIGHT TO APPROACH
ANY COMPANY THAT HAS DATA ABOUT THEM AND DEMAND
TO KNOW HOW IT'S BEING PROCESSED, WHY, AND WHO IT'S
BEING SHARED WITH.
DATA PORTABILITY BECOMES A RIGHT
APPLIES TO NON-EU COMPANIES THAT HOLD DATA ON EU
CITIZENS.

NONCOMPLIANCE?
COMPANY FINES OF UP TO 4% OF GLOBAL TURNOVER
MORE POWERS FOR IRISH ODPC TO FINE DIRECTLY
INSTEAD OF COURTS

"ADVERTISING IS POISON GAS. IT
SHOULD BRING TEARS TO YOUR
EYES, UNHINGE YOUR NERVOUS
SYSTEM AND KNOCK YOU OUT.”
GEORGE LOIS

SNAPCHAT SHOWS THAT ENJOYABILITY +
SHARABILITY ARE THE NEW CREATIITY

As readers are demanding a different value exchange between advertising and content, it’s not surprising that the IAB is recommending massive changes in the digital advertising landscape. Publishers must be innovating at a much faster pace as we approach the end of the old world of digital advertising. The new world is coming and it encompasses virtual reality, branded content, and a growing respect for the reader experience.

WiFi Analytics vs. Beacon Analytics - Which is the best location intelligence...

July Systems

Proxconnect ppt

Trancis01

Archduke

Mehmet Deveci

What Is Presence Analytics and Why Does It Matter

July Systems

People-Based Marketing Anywhere: Custom Audiences for Everyone!

MediaPost

Digitizing Shopping Malls with Location Intelligence

July Systems

In todays’ malls, high value loyalty shoppers are not recognized until check out. What if that could be changed and members could be engaged instantaneously at the beginning of their shopping experience? Every physical building in the world has the potential to engage and build relationships with visitors walking through the door. Despite this opportunity, only a small number of physical spaces are using location technologies to improve customer experience and understand visitor behavior.

The digital advertising ecosystem continues to be threatened by an ever-expanding and evolving web of ad fraud, leaving advertisers scrambling to scrutinize the authenticity of each impression and every subsequent user interaction. Fraud is destroying value and trust within the mobile advertising ecosystem with every passing day and, according to a recent study, it's estimated to cost advertisers $16.4 billion in 2017. While advertisers are the obvious victims, other players in the media supply chain such as agencies and networks are also greatly impacted. In order to truly eradicate fraud, advertisers, ad networks and attribution technologies must form a united front to turn ad fraud detection into ad fraud prevention. This webinar will discuss the state of the art and latest advances in technology in the war against the invisible army of advertising fraudsters and explore strategies in which various industry stakeholders can work together towards stamping out ad fraud once and for all. In this PPT you'll learn: What are the incentives for mobile ad fraud? What does fraud look like and how can it be detected? How can the industry work together to eradicate ad fraud?

Nuviad Success on AWS - Part of Big Data Month

Idan Tohami

How Ad Effectiveness Tools Can Help Optimize Your Media Strategy May 2012Compete

What's hot

Gfk research

Oluwatosin Arowosola

Discover Actionable Customer Insights & Drive Customer Engagement

July Systems

Scanning for Good: How Nonprofits Can Use QR CodesChad Norman

WiFi Analytics Can Do More than Just Heat Maps - Here's how

July Systems

QR Code Press Release InterlinkONEaandmlabel

TTN omnich cc_sm

barry bryant

Instant Property Text Advertising Strategies

Leo Vidal

Advertising Innovatively

FirewrkzAd

Maximizing Mobile Advertising Revenue – Can Programmatic Help?Vivastream

What's hot (9)

Gfk research

Discover Actionable Customer Insights & Drive Customer Engagement

Scanning for Good: How Nonprofits Can Use QR Codes

WiFi Analytics Can Do More than Just Heat Maps - Here's how

QR Code Press Release InterlinkONE

TTN omnich cc_sm

Instant Property Text Advertising Strategies

Advertising Innovatively

Maximizing Mobile Advertising Revenue – Can Programmatic Help?

What is digital marketing And why is it used?

125albina

Digital marketing refers to the use of digital channels, platforms, and technologies to promote products, services, or brands to a target audience. It encompasses a wide range of activities, including search engine optimization (SEO), social media marketing, email marketing, content marketing, pay-per-click (PPC) advertising, and more. The primary goal of digital marketing is to connect with potential customers where they spend much of their time: online. My Website: https://dev-topdigitalmarketingagency.pantheonsite.io/

Assignment 2 Task 1: Digital Marketing Course

klaudiadgmkt

Playlist and Paint Event with Sony Music U

SemajahParker

BLOOM_May2024 (r). Balmer Lawrie Online Monthly Bulletin

BalmerLawrie

Offissa Dizayn - Otel, Kafe, Restoran Kataloqu_240603_011042.pdf

offisadizayn

Top digital marketing institutein noida

aditisingh6607

Enhancing a Luxury Furniture E-commerce Store with Expert Shopify Management

SunTec India

SunTec India's expertise in Shopify store management has been a game-changer for a luxury furniture e-commerce business. Through meticulous optimization of product listings, strategic SEO practices, and an enhanced user experience, this case study details the successful outcomes of their collaboration, including increased traffic, higher conversion rates, and stronger brand presence. Read more- https://shorturl.at/yl3MU

Recently uploaded (20)

Your Path to Profits - The Game-Changing Power of a Marketing - Daniel Bussius

Mastering Email Campaign Automation Strategies and Best Practices - Michelle...

De-risk Your Digital Evolution - Hannah Grap

Winning local SEO in the Age of AI - Dennis Yu

Smart Tools, Smarter Business -15 AI Tools to Optimize Your Workflows from Id...

janani Digital Marketer|Digital Marketing consultant|Marketing Promotion|Coim...

What’s “In” and “Out” for ABM in 2024: Plays That Help You Grow and Ones to L...

Google Ads Vs Social Media Ads-A comparative analysis

Unlocking Everyday Narratives: The Power of Storytelling in Marketing - Chad...

Phil Pallen PPT Biography and Interviews

WTS-Berlin-2024-Veronika-Höller-Innovate-NextGEN-SEO-Merging-AI-Multimedia-an...

DMF Portfolio Piece Smart Goals - Artist Management.docx

The New Era Of SEO - How AI Has Changed SEO Forever - Danny Leibrandt

What is digital marketing And why is it used?

Assignment 2 Task 1: Digital Marketing Course

Playlist and Paint Event with Sony Music U

BLOOM_May2024 (r). Balmer Lawrie Online Monthly Bulletin

Offissa Dizayn - Otel, Kafe, Restoran Kataloqu_240603_011042.pdf

Top digital marketing institutein noida

Enhancing a Luxury Furniture E-commerce Store with Expert Shopify Management

Three Questions Digital Advertisers Need to Ask Themselves

1. THREE QUESTIONS DIGITAL ADVERTISERS NEED TO ASK THEMSELVES.

2. 1. How am I serving ads?

3. "WE SERVE ADS TO CONSUMERS THROUGH A NON- TRANSPARENT MEDIA SUPPLY CHAIN WITH SPOTTY COMPLIANCE TO COMMON STANDARDS, UNRELIABLE MEASUREMENT, HIDDEN REBATES AND NEW INVENTIONS LIKE BOT AND METHBOT FRAUD.” MARC PRITCHARD, P&G

4. "WE SERVE ADS TO CONSUMERS THROUGH A NON- TRANSPARENT MEDIA SUPPLY CHAIN WITH SPOTTY COMPLIANCE TO COMMON STANDARDS, UNRELIABLE MEASUREMENT, HIDDEN REBATES AND NEW INVENTIONS LIKE BOT AND METHBOT FRAUD.” MARC PRITCHARD P&G Translation: Ad Tech is broken.

5. LOCATION, LOCATION, LOCATION.

6. DON’T BELIEVE THE HYPE

7. FOLLOW THE MONEY

8. WHAT IS P&G CALLING FOR? •ONE VIEWABILITY STANDARD •INDEPENDENT MEASUREMENT & VERIFICATION •TRANSPARENT AGENCY CONTRACTS •ACTIVE PREVENTION OF ONLINE ADVERTISING FRAUD

9. 2. Am I ready for GDPR?

10. MARCH 25, 2018.

11. EU PROPOSING: GUARANTEED CONFIDENTIALITY OF USERS' ONLINE BEHAVIOUR & DEVICES. SPAM, DIRECT MARKETING AND THE PROCESSING OF DATA TO BE ALLOWED ONLY WITH PRIOR CONSENT. USERS ASKED FOR PREFERENCES ON THIRD PARTY COOKIES WHEN THEY INSTALL A BROWSER, RATHER THAN WHEN THEY'RE BROWSING THE WEB.

12. EU PROPOSING: EUROPEAN CITIZENS ALSO HAVE THE RIGHT TO APPROACH ANY COMPANY THAT HAS DATA ABOUT THEM AND DEMAND TO KNOW HOW IT'S BEING PROCESSED, WHY, AND WHO IT'S BEING SHARED WITH. DATA PORTABILITY BECOMES A RIGHT APPLIES TO NON-EU COMPANIES THAT HOLD DATA ON EU CITIZENS.

13. NONCOMPLIANCE? COMPANY FINES OF UP TO 4% OF GLOBAL TURNOVER MORE POWERS FOR IRISH ODPC TO FINE DIRECTLY INSTEAD OF COURTS

14. 3. Does creativity matter to me?

15. "ADVERTISING IS POISON GAS. IT SHOULD BRING TEARS TO YOUR EYES, UNHINGE YOUR NERVOUS SYSTEM AND KNOCK YOU OUT.” GEORGE LOIS

16. THE TYRANNY OF THE MPU?

17. THE OUTLINE IS TRYING SOMETHING NEW

18. MOBILE FRIENDLY CONTENT + AD SLOTS

19. SNAPCHAT SHOWS THAT ENJOYABILITY + SHARABILITY ARE THE NEW CREATIITY

20. @steevill Thanks