Nuova iniziativa WFA-UPA per la pubblicità online: nasce il 'Media Charter'

Un ruolo importante quello di UPA nella stesura del Media Charter WFA, presentato venerdì 18 maggio durante la Marketer Week 2018 svoltasi a Tokyo.

Il Media Charter si pone l’obiettivo di identificare da parte degli advertiser i principi base che tutti gli operatori del mercato – ad tech companies, editori e piattaforme - sono chiamati a seguire per rendere internet un ambiente più sicuro, trasparente e user friendly.

UPA, grazie al lavoro fatto lo scorso anno con la stesura del Libro Bianco sulla comunicazione digitale, che già incorpora alcuni di questi principi per di più concordati tra tutte le associazioni della filiera dell’online advertising, ha portato un contributo notevole allo sforzo congiunto delle diverse nazioni.

Gli advertiser si aspettano nel prossimo futuro un avanzamento sul tema della viewability, che deve diventare una metrica custom con una base quantitativa più solida di quella attuale, la partecipazione diretta al tavolo dei lavori da parte degli OTT, Google e Facebook in primis, e una nuova governance per il mercato dei dati al servizio dell’advertising, che altrimenti rischia di diventare l’ennesima potenzialità sprecata per via
dell’opacità del sistema, come dimostra la scarsa velocità di adozione del programmatic buying nel nostro Paese, dovuta non solo a fattori culturali.

Qui sotto i principi del Media Charter appena rilasciato dalla WFA e sottoscritto dalle UPA di tutto il mondo:

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.

SP