Ad industry groups launch effort to push for addressable media standards

The Responsible Addressable Media Partnership includes business groups, agencies, advertisers, publishers, and ad technology companies in the advertising industry.

Privacy rules and changes in the way browsers and operating systems, especially Apple and Google, handle ad targeting and tracking mechanisms have revolutionized the digital ad ecosystem. To address these challenges and to face Google and Apple, leading industry associations and advertising companies launched a standard initiative on Tuesday.

The group, called Partnership for Responsible Addressable Media, said it was created to promote and protect essential features, such as personalization and analysis of digital media and ads, to protect the privacy and improve the consumer experience. ”

Main participants. Management partners include:

• Commercial organizations: 4As, National Advertisingers Association, Interactive Advertising Bureau, Tech Lab, Network Advertising Initiative, World Federation of Advertisers.

Agencies: UM (an IPG Mediabrands company), Publicis Media.

• Editors: NBC Universal.

• Ad Tech / Martech: Adobe, MediaMath, The Trade Desk.

Bill Tucker, CEO of the group that leads ANA’s data, technology, and measurement practices, will act as CEO of the partnership.

Manager. According to the group, the first group of managers will report on their work:

1. Consumer privacy must remain a fundamental pillar of the solution, providing consumers with significant transparency and control and the tools to understand and meet consumer preferences.

2. Consumers must have access to offers with diverse and competitive content, supported by their ability to advertise digitally in exchange for content and services.

Business operations, including a focus on advertising, ad serving, cost reduction, campaign management, analysis, implementation, optimization, and channel attribution, must be adequately supported by the best standards, best practices, and policies for all critics who use them.

4. Solutions must be standardized and interoperable for consumers and businesses on browsers, devices, and platforms, in accordance with applicable privacy laws and guidelines, and technically feasible, effective, efficient, and enhanced for existing technologies.

5. All browsers, devices, and platforms must allow equal access, without irrational interference, to new solutions.

6. Companies that use their solutions must follow legal and privacy standards, with great responsibility and oversight for those who violate the standards.

“In the ancient history of the Tower of Babel, the city collapsed because the inhabitants lost their ability to speak a common language,” said Tucker. The digital ad industry today faces a similar challenge in terms of adaptability as recent changes in operating systems, browsers, and other technologies will have a significant impact on the traditional language of the mobile ID and cookie market. forum for our industry to ensure standards that protect privacy, provide a consistent and effective framework for advertisers, and enrich the consumer experience. “

Because we care.

 With a lot of uncertainty about how digital ads work, especially after Google Chrome, Chrome launched Safari and Mozilla in 2022, this morning’s urgent initiative is to manage the data for effective segmentation and attribution. The partnership aims to bring Apple and Google to the table to discuss approaches that work universally in the ways appropriate for the industry. This is a difficult task: Google and Apple disagree on their approach to privacy, data, and tracking.

However, the IAB’s policy report for 2020 may point to a more optimistic outcome: “ While there is concern that regulation could negatively impact consumer confidence in brands and limit brand profitability, it was in fact an advantage. Unexpected … with a vacuum cleaner. Dice. The regulations reduce the number of customers that can be approached, but the ones that remain are more relevant and interesting, leading to more effective ad spend. “

Translate »