Ad Operations Online » Advertising Regulations

Microsoft’s Bing Ads Joins the Ads Integrity Alliance

Otilia Otlacan — Mon, 06 May 2013 17:00:25 +0000

Bing Ads will work alongside Google, Facebook, and Twitter to protect users from bad ads

CAMBRIDGE, Mass. - The Ads Integrity Alliance announced that Microsoft’s Bing Ads has joined a growing group of industry leaders in the fight against online ads that deliver malware, direct users to scams, or try to sell counterfeit goods. “Microsoft’s influence in the industry is undeniable,” said Bryan Gulachenski, the Alliance Executive Committee Chair and Interim StopBadware Executive Director. “Having Microsoft’s full weight behind the Ads Integrity Alliance give us an even stronger voice in advocating for user protection and upholding online trust.”

“Having Microsoft’s full weight behind the Ads Integrity Alliance give us an even stronger voice in advocating for user protection and upholding online trust.”

Launched in 2012, the Ads Integrity Alliance is tasked with safeguarding Internet users from malicious and deceptive ads and improving trust in online advertising. Alliance members, such as Google, Facebook, Twitter, the Interactive Advertising Bureau, and the Council of Better Business Bureaus, work collaboratively to develop best practices, share threat information, and increase awareness of bad ads and the work being done to address them. In February, the Alliance hosted the first in a series of panels on bad ads at the M3AAWG security conference; it will soon publish an inaugural set of industry recommendations to provide common language and standard definitions around bad ads.

“Microsoft is pleased to be joining the Ads Integrity Alliance. We’ll be actively engaged in supporting the Alliance’s goals of collaboration, education, and developing best practices to uphold user safety,” said David Gottlieb, Bing Ads Network Quality and Policy Manager at Microsoft Corp.

With Bing Ads’ participation, the Alliance welcomes another key partner in its work to make the Web safer for all users. “We couldn’t be more thrilled that Microsoft has joined forces with the Ads Integrity Alliance,” said Chris Mejia, Director of Ad Technology at the Interactive Advertising Bureau and a member of the Alliance’s Executive Committee. “Through its participation in the IAB’s Consumer Protection Task Force, Microsoft has proven to be a leader in fighting bad actors online— joining the Alliance further demonstrates its commitment to fostering a safe Internet ecosystem.”

About the Ads Integrity Alliance
The Ads Integrity Alliance is an initiative of StopBadware, a nonprofit anti-malware organization based in Cambridge, MA. The Alliance launched in 2012 and serves as a resource for online platforms seeking to protect users from deceptive or harmful ads. Charter members include AOL, Facebook, Google, the Interactive Advertising Bureau (IAB), and Twitter. For more information, visit www.adsintegrityalliance.org.

MMA and IAB Release ‘Mobile Phone Creative Guidelines’ For Public Comment

Otilia Otlacan — Tue, 29 Jan 2013 10:30:46 +0000

Guidelines to Empower Creative Groups by Reducing Industry Fragmentation

NEW YORK, NY — With the rapid evolution of the mobile marketplace, there is a demand for standards and guidelines to unify the advertising industry. To expand on current industry accepted ad units, the Mobile Marketing Association (MMA) and the Interactive Advertising Bureau (IAB) released “Mobile Phone Creative Guidelines” for public comment, simplifying the development of ad units across the industry.

To maintain consistency, the “Mobile Phone Creative Guidelines” supplement the MMA’s widely adopted Universal Mobile Ad Package (UMAP v 2.0), to make buying and selling mobile ads easier and more effective. The guidelines provide additional directives necessary to empower creative shops and publishers to use mobile for more dynamic, rich consumer experiences. Additionally, it also aligns across the IAB’s “Display Advertising Guidelines.”

The “Mobile Phone Creative Guidelines” incorporates input from marketing and media authorities to establish detailed specifications for mobile phone ad units. The guidelines address smartphone and feature phone devices and are relevant for both mobile web and in-app inventory. Additionally, they include ad specifications for both basic and rich media units.

Balancing the requirements of both the marketer and the consumer experience, the guidelines address varying factors such as different data connections (WIFI, 3G, 4G, etc.), carrier plans, Z-Index range and even the impact of the reduced processing power inherent in mobile device for file load size and web display.

Critical elements in the “Mobile Phone Creative Guidelines” include:

Creative unit name
Maximum expanded dimensions
Maximum initial file load size
Submission lead-time
Implementation notes and best practice
Supported creative types

“IAB members have long requested that we integrate mobile into our ‘Display Advertising Guidelines’,” said Anna Bager, Vice President and General Manager, Mobile Marketing Center of Excellence, IAB. “With these new guidelines we’re giving marketers a direct pathway to consistently creating mobile ads that can produce strong results. This is the type of vital joint industry effort that is sure to drive mobile’s future growth.”

“With mobile in constant state of evolution and iteration, it is imperative that we provide clarity on how to effectively and strategically integrate mobile into the marketing mix,” said Michael Becker, Managing Director, MMA North America. “As marketers become ‘mobile ready’ to push mobile innovation across their brands, guidelines like these provide a path for easier adoption and more creative consumer engagement. With greater uniformity and direction, mobile will continue to develop as the most powerful and pervasive channel for marketers worldwide.”

To review a copy of the public comment version of the guidelines, please visit http://www.mmaglobal.com/mobile-creative-guidelines or http://www.iab.net/mobileguidelines.

The deadline for public comment is February 25, 2013. Once the public comment period closes, the IAB and MMA will meet to evaluate comments, make any needed changes, and release a final version. Comments are being accepted via email tocomments@mmaglobal.com and mobile@iab.net.

About the Mobile Marketing Association (MMA)
The Mobile Marketing Association (MMA) is the premier global non-profit trade association established to lead the growth of mobile marketing and its associated technologies. The MMA is an action-oriented organization designed to clear obstacles to market development, establish mobile media guidelines and best practices for sustainable growth, and evangelize the use of the mobile channel. The more than 700 member companies, representing nearly fifty countries around the globe, include all members of the mobile media ecosystem. The Mobile Marketing Association’s global headquarters are located in the United States and it has regional chapters including North America (NA), Europe (EUR), Latin American (LATAM) and Asia Pacific (APAC) branches. For more information, please visit www.mmaglobal.com. For information relating to the MMA’s Mobile Marketing Forum series, please visit www.mobilemarketingforum.com.

About the IAB
The Interactive Advertising Bureau (IAB) is comprised of more than 500 leading media and technology companies that are responsible for selling 86% of online advertising in the United States. On behalf of its members, the IAB is dedicated to the growth of the interactive advertising marketplace, of interactive’s share of total marketing spend, and of its members’ share of total marketing spend. The IAB educates marketers, agencies, media companies and the wider business community about the value of interactive advertising. Working with its member companies, the IAB evaluates and recommends standards and practices and fields critical research on interactive advertising. Founded in 1996, the IAB is headquartered in New York City with a Public Policy office in Washington, D.C. For more information, please visitwww.iab.net.

IAB 2013 Annual Leadership Meeting to Tackle the Complexities of Marrying Big Data with Big Ideas

Otilia Otlacan — Tue, 22 Jan 2013 14:01:55 +0000

Premier Political Statistician Nate Silver to Open Event with Keynote Addressing the World of Data-Driven Predictions

NEW YORK - This year, the Interactive Advertising Bureau (IAB) will bring together senior voices across the marketing and advertising ecosystem at the sixth annual IAB Annual Leadership Meeting, held at the Arizona Biltmore in Phoenix, February 24 – 26, to tackle one of the industry’s most pressing questions, “Big Data and Big Ideas: Friends, Enemies, or Frenemies?”

The conference will explore the interplay between the science of big data and the art of big ideas, and delve into what is truly disrupting the advertising sector and creating new opportunities. Attendees will learn how content, data and creative are being blended to drive highly effective, real-time and hyper-local digital marketing.

“Creative has ‘ruled the roost’ for much of advertising’s existence, but as digital channels continue to emerge and flood us with valuable data and insights, big data and big ideas increasingly will need to work in concert,” said Randall Rothenberg, President and CEO, IAB. “It is important for the IAB to take an active role in fostering new and innovative ways to align creative and data to drive business.”

Among the data luminaries joining the event is Nate Silver, founder of FiveThirtyEight.com and author of the bestselling “The Signal and The Noise: Why Most Predictions Fail — But Some Don’t,” who will open the event as a keynote presenter on Sunday, February 24. Silver’s innovative analyses of political polling have won him acclaim as the public face of statistical analysis and political forecasting. His presentation promises to take attendees on a journey to seek truth from data, sharing insights gathered from the world’s most successful investigative forecasters.

Powerhouse speakers from across the industry round out the roster:

Mike Abbott, General Partner, Kleiner Perkins Caufield & Byers
Tim Armstrong, Chairman and Chief Executive Officer, AOL
Cyrus Beagley, Senior Vice President and Group General Manager, Advertising Sales and Marketing, Time Inc.
Tom Chavez, Co-Founder and Chief Executive Officer, Krux
James Farley, Jr., Executive Vice President, Global Marketing, Sales and Service and Lincoln, Ford Motor Company
Curt Hecht, Global Chief Revenue Officer, The Weather Company
Scott Howe, President and Chief Executive Officer, Acxiom
David Kenny, Chairman and Chief Executive Officer, The Weather Company
Meredith Kopit Levien, Group Publisher and Chief Revenue Officer, Forbes Media
Peter Naylor, Executive Vice President, Ad Sales, NBC News Digital, and Chairman, IAB Board of Directors
Jonah Peretti, Founder and Chief Executive Officer, BuzzFeed
Jim Speros, Executive Vice President and Chief Marketing Officer, Fidelity Investments
Omar Tawakol, Chief Executive Officer, BlueKai
Susan Wojcicki, Senior Vice President, Advertising, Google
Michael Wolf, Founder and Managing Director, Activate

For the complete agenda for the IAB Annual Leadership Meeting, “Big Data and Big Ideas: Friends, Enemies, or Frenemies?,” please visit www.iab.net/alm/agenda.

About the IAB

The Interactive Advertising Bureau (IAB) is comprised of more than 500 leading media and technology companies that are responsible for selling 86% of online advertising in the United States. On behalf of its members, the IAB is dedicated to the growth of the interactive advertising marketplace, of interactive’s share of total marketing spend, and of its members’ share of total marketing spend. The IAB educates marketers, agencies, media companies and the wider business community about the value of interactive advertising. Working with its member companies, the IAB evaluates and recommends standards and practices and fields critical research on interactive advertising. Founded in 1996, the IAB is headquartered in New York City with a Public Policy office in Washington, D.C. For more information, please visit www.iab.net.

comScore Products for Measuring Web Site Audiences, Mobile Usage and Advertising Effectiveness Certified in Europe by ABC and OJD

Otilia Otlacan — Mon, 13 Aug 2012 11:00:40 +0000

Successful Audits are Testament to comScore’s Ongoing Commitment to Transparency and Quality in Measuring the European Digital Marketplace

London, UK - comScore, Inc. (NASDAQ: SCOR), a leader in measuring the digital world, announced that solutions across its audience measurement, mobile and advertising effectiveness product suites have been certified in Europe by leading industry associations, ABC UK and OJD. ABC (Audit Bureau of Circulations) is the industry body for media measurement, that manages and upholds standards which reflect media industry needs and offers audit and compliance services to check that data and processes meet these generally accepted industry standards. OJD (Información y Control de Publicaciones) is a Spanish industry body that verifies circulation and audits web analytics and online audience measurement solutions.

“comScore is extremely pleased to announce our recent successful audits and certifications by ABC UK and OJD as important industry confirmation of our measurement practices in Europe,” said Mike Read, SVP and European managing director of comScore. “In addition to winning the online audience measurement JICs in leading European markets such as the UK, the Netherlands and Spain, these certifications further validate comScore’s position as a trusted digital business analytics partner. comScore remains committed to providing not only innovative digital measurement solutions that deliver value for our clients, but also to aligning with industry-accepted practices so that our clients can use comScore’s measurement solutions with even greater confidence.”

The following comScore products have been audited and certified:

Mobile Measurement: GSMA Mobile Media Metrics (MMM)

In the UK,the latest audit report from ABC under the auspices of JICWEBS has validated once again that “the GSMA MMM system is effectively designed and operated to ensure that the reports are produced in accordance with the JICWEBS industry-agreed standards.” GSMA MMM is the only data source for measurement of the mobile audiences of websites and apps accessed via UK mobile networks.

Advertising Effectiveness: validated Campaign Essentials (vCE) Content Verification

comScore was one of only four companies to receive the first ever public certificate by ABC UK for Content Verification (CV) tools. Content Verification is part of comScore’s vCE solution to validate online campaign delivery across five key areas (visibility, audience, geography, brand safety, and fraudulent delivery). ABC stated that it “rigorously tested the ability of Content Verification products to block or report, in real time, the serving of an online advertisement onto destinations that have been defined as inappropriate to the advertiser’s campaign.”

Audience Measurement: comScore Direct Certification

In Spain, OJD Interactive validates that comScore’s data collection method for census-based measurement (comScore Direct) complies with industry standards. comScore Direct received a 2 star certification and has accomplished the requirements set for site-centric measurement by the Spanish JIC.

“comScore is to be applauded for being one of the leaders in gaining the ABC stamp of trust in these two key areas. Self-regulation to industry agreed standards delivers the transparency so regarded in digital trading today,” said Richard Foan, group executive director of communication and innovation for ABC.

comScore is also pleased to share that it has received accreditation from the Media Rating Council (MRC), a U.S.-based industry association, whose goal is to ensure that measurement services are valid, reliable and effective. To read more about the accreditation of our Ad Validation suite of validated Campaign Essentials™ (vCE) please click here.

About comScore
comScore, Inc. (NASDAQ: SCOR) is a global leader in measuring the digital world and preferred source of digital marketing intelligence. For more information, please visit www.comscore.com/companyinfo.

[cb type="company"]comscore[/cb]

eyeReturn becomes first Canadian DSP accepted into the NAI

Otilia Otlacan — Fri, 20 Jul 2012 15:51:10 +0000

Membership into Network Advertising Initiative Reinforces eyeReturn’s Commitment to Online Privacy

TORONTO – eyeReturn Marketing announced today it has joined the Network Advertising Initiative (NAI), the industry’s self-regulatory body for setting the standard for online privacy standards. eyeReturn Marketing is a leading provider of agency ad-serving services and recently launched eyeDemand, Canada’s premium Demand-Side Platform (DSP). eyeReturn Marketing joins the industry body as the first Canadian DSP, alongside more than 90 online advertising companies, including the 15 largest advertising networks, data exchanges, and marketing analytics service providers.

As the first Canadian DSP to gain membership into the NAI, eyeReturn Marketing continues to take on a strong leadership role in the establishment of responsible online privacy. The NAI upholds stringent standards for online privacy by requiring all member companies to comply with its Self-Regulatory Code of Conduct.

“The NAI is excited to have eyeReturn Marketing join our body as the first Canadian DSP. As the leading self-regulatory organization for companies in the online advertising marketplace, the addition of eyeReturn reinforces that they take seriously their obligations to provide transparency and choice for online behavioral advertising,” said Marc Groman, Executive Director and General Counsel, NAI, on the addition of eyeReturn Marketing into the NAI.

“We’re proud to be a part of the NAI. At a time when behavioral targeting is making tremendous headway in the industry, it’s important that companies adhere to a set of core principles to ensure that data is used in a way that protects users’ privacy. As a member of the NAI, which develops and establishes these guidelines, eyeDemand sets itself apart from other DSP’s in Canada,” says Renée Hill, President of eyeReturn Marketing.

About eyeReturn Marketing
eyeReturn Marketing is the leading digital advertising platform in Canada. As a third party ad-server, eyeReturn Marketing innovates through rich media, full-service trafficking, delivery verification and flash production templates. eyeReturn Marketing’s demand side platform, eyeDemand, uses all Canadian data and dynamic optimization to reach audiences with maximum efficiency. Combined with an uncompromising level of service, eyeReturn Marketing is the platform that makes digital advertising and technology work in the real world.
For more information on eyeReturn Marketing visit us at www.eyereturn.com or follow us on Twiter, www.twitter.com/eyeReturnMktg.

About the Network Advertising Initiative (NAI)
The NAI is a coalition of more than 90 leading online advertising companies committed to shaping and enforcing responsible privacy practices for online behavioral advertising (OBA) and related business practices. The NAI oversees a robust self-regulatory program for OBA based on the NAI Code of Conduct. The NAI Code imposes a number of obligations based on Fair Information Practices Principles (FIPPs) upon members, including: notice, choice, education, data protection, data minimization, use limitations, and other requirements with respect to the collection and use of data for online behavioral advertising. Each year, qualifying members go through a rigorous compliance review to help ensure their ongoing compliance with the NAI Code. NAI members enable Web content and services providers to enhance the relevancy (and efficiency) of their online display advertising. That increased relevancy, in turn, generates increased revenue that helps pay for such content and services. The advertising technologies deployed by NAI members provide considerable economic benefits across the entire online ecosystem, including for publishers, advertisers, and consumers.

ZEDO Continues Privacy and Security Leadership by Joining NAI

Otilia Otlacan — Thu, 19 Jul 2012 12:56:48 +0000

San Francisco, CA and NYC, NY – ZEDO, the leading independent global ad platform partner for publishers, today announced that it has become a member of the Network Advertising Initiative (www.networkadvertising.org), a coalition of over 90 online advertising companies committed to complying with self-regulatory standards that establish and reward responsible business and data management principles.

Summer Koide, Vice President for Product at ZEDO, will drive the company’s involvement in Consumer Privacy and Security processes. According to Koide, “Our focus has always been on best practice teams and processes so that ZEDO customers and online consumers are well protected. At the same time, the industry has taken note of the growing concern over online privacy, and taken significant steps toward protection, with the formation of several groups and boards collaborating on self-regulation and privacy guidelines. We are happy to be a participating member of NAI.”

ZEDO’s continued commitment to online privacy and trust is also demonstrated by its recent achievement of the 2012 Online Trust Alliance’s Honor Roll. ZEDO sits proudly on this list with top FDIC, Ecommerce and Social Media sites, as well as other accomplished OTA members.

As a part of its membership with NAI, ZEDO offers consumers the opportunity to opt out of behavioral advertising from its clients using NAI’s Centralized Choice mechanism (http://www.networkadvertising.org/managing/opt_out.asp). You can learn more about this on the ZEDO Opt Out page and in its Privacy Policy.

ABOUT ZEDO
ZEDO, Inc. is a full-service advertising technology partner for advertisers and publishers. Known for its technical innovations, it offers products and services that include ad serving, high impact formats with 99% viewable impressions, in-page video, and private exchanges. Founded in 1999, ZEDO is headquartered in San Francisco with offices in New York, Sydney, and Phoenix and development centers in Russia and India. As the largest independent ad technology player, the company is distinguished by its global reach and cosmopolitan market knowledge. Follow ZEDO on Twitter.

ABOUT NAI
The NAI is a coalition of over 80 online advertising companies committed to complying with tough self-regulatory standards that establish and reward responsible business and data management practices. Members include industry leaders such as 24/7 Real Media, Akamai Technologies, Inc., AOL Advertising, AudienceScience, BlueKai, Datonics, Dotomi, Google, Microsoft Corporation, ValueClick, Inc., Yahoo! Inc. The NAI requires all member companies to comply with the NAI’s Self-Regulatory Code of Conduct, which imposes notice, choice, education, data protection and other requirements with respect to the collection and use of data for online behavioral advertising. The NAI also maintains a centralized choice mechanism that allows consumers to opt out of online behavioral advertising by some or all of the NAI’s member companies. At its core, our mission is help shape and enforce responsible privacy practices for online behavioral advertising and related businesses across the rapidly evolving online advertising ecosystem.

[cb type="company"]zedo[/cb]

Evidon: First Provisionally Approved Technology Provider for European Self-Regulatory Programme by European Interactive Digital Advertising Alliance

Otilia Otlacan — Mon, 09 Jul 2012 06:31:35 +0000

LONDON - Following confirmation of the agreement between the Digital Advertising Alliance (DAA) in the US and the European Interactive Digital Advertising Alliance (EDAA) in Brussels, Evidon – the world leader in empowering consumers and businesses to see, understand and control data online – is proud to announce its status as a Provisionally Approved Icon Provider for businesses in Europe to comply with the European Interactive Digital Advertising Alliance’s Self-Regulatory Programme for Online Behavioural Advertising using the industry standard Advertising Option Icon.

The provisionally approved status of Evidon as an Icon provider within the Programme is one key enabler in companies’ compliance with the broad rollout of the EDAA’s self-regulatory programme, which has ambitious goals for 2012. Evidon has been delivering the OBA Icon in agreement with DAA for EU clients since June 2011. As of May 2012, Evidon has more than 50 advertisers, ad networks, DSPs, agencies and publishers utilising its AdChoices notice in 16 local languages across all EU Member States. Evidon delivers the OBA Icon on more than 40 billion behaviourally targeted ads each month, a significant portion of which are in the EU.

“The establishment of the OBA Self-Regulatory Programme through EDAA is a key step in helping to foster more transparent relationships between site owners, advertisers, technologies and consumers,” commented Alain Heureux, President of the IAB Europe and Chairman of the EDAA. “We are pleased that Evidon, with its track record of partnering with the industry to power effective privacy controls worldwide, and broad, successful self-regulation, is now helping companies to put in place effective measures by providing the OBA Icon in Europe in accordance with this Programme.”

Evidon’s AdChoices solution for OBA Self-Regulation is a key part of an “ecology of solutions” that the online advertising industry encourages within the complex European regulatory environment.

Commenting on Evidon’s new status as an EDAA Provisionally Approved Icon Provider, Scott Meyer, Founder and CEO, said: “We are delighted with this endorsement and to be recognised as one of the leaders in providing privacy control through technical and compliance services. We look forward to working closely with the EDAA in helping to create a more trusted environment for everyone in the European online ecosystem.”

ABOUT EVIDON

Evidon empowers consumers and businesses to see, understand and control data online.

With insights fuelled by its Ghostery browser extension, automated scanner, and rich, 1,000+ company privacy database, Evidon enables businesses to assess the cookies and other tracking activity on their websites, helping them to protect their audience data and improve performance. As the first and largest dedicated provider of privacy and compliance solutions for digital media, Evidon also enables leading brands, agencies, publishers, advertising networks and others to comply easily with privacy laws and self-regulatory programs across North America and Europe. Evidon serves over 1.5 billion “Ad Choices” notices daily on behalf of these businesses – in the U.S. and in local languages across Europe – giving consumers transparency into and control over how their information is used online. With technology integrations into Adobe, Appnexus, DataXu, DoubleClick, DoubleVerify, Invite Media, MediaMath, Pointroll, Pubmatic, TagMan, Turn and more, Evidon makes delivering privacy notices easy.

By protecting themselves and empowering consumers, businesses build their brands and improve results.

For more information, please visit: www.evidon.com.

ABOUT EDAA

The European Interactive Digital Advertising Alliance is a non-profit organisation based in Brussels and is responsible for enacting key aspects of the self-regulatory initiative for Online Behavioural Advertising (OBA) across Europe. EDAA principally acts as the central licensing body for the OBA Icon and provides technical means for consumers to exercise transparency and control over OBA through the youronlinechoices.eu online consumer choice platform. EDAA is governed by EU-level organisations which make up the value chain of OBA within Europe and acts to ensure European consistency in approach.

Follow the EDAA setup progress on Twitter: @EDAAStatus

[cb type="company"]better-advertising[/cb]

Digital Advertising Alliance (DAA) Comments on Microsoft Decision to Embed Do Not Track in IE 10 Set “on” by Default

Otilia Otlacan — Thu, 14 Jun 2012 11:44:23 +0000

WASHINGTON - The Digital Advertising Alliance, (DAA), a coalition of the nation’s leading media and marketing trade associations and companies, raised concern today about Microsoft’s decision to embed Do Not Track (DNT) functionality as a default setting in version 10 of its Internet Explorer (IE) browser.

Over the last three and a half years, the DAA has worked with a broad set of stakeholders with significant input from businesses, consumers, and policy makers to develop a program governing the responsible collection and use of web viewing data. The DAA has championed a balanced approach that accommodates both consumers’ privacy expectations and the ability of online products and services providers to provide a sustainable business model for these services while enabling them to continue innovating with new services. Consumers enjoy the diverse range of Web sites and services they get at no charge thanks to relevant advertising. Recognizing that DAA members must also provide consumers with appropriate transparency and clear choices, it has spearheaded the self-regulatory process, in which Microsoft has been an active participant since its inception.

The DAA’s work culminated in an event in February at the White House where the Chairman of the Federal Trade Commission, the Secretary of Commerce and members of the White House publicly praised the DAA’s cross-industry initiative. At that event, the DAA committed to honor browser settings that enable the use of data to continue to benefit consumers and the economy, while at the same time providing consumers with the ability to make their own choice about the collection and use of data about them. The overwhelming majority of the advertising ecosystem follows the DAA program today, and consumers have responded favorably to the increased transparency it has enabled. The Internet economy is fueling Internet growth and innovation while providing ongoing benefits to consumers.

“Advertising has always been about connecting consumers to products and services that are likely of interest to them,” said DAA General Counsel Stu Ingis. “While new Web technologies deliver more relevant advertising to consumers, comprehensive industry self-regulation is also providing consumers with meaningful choices about the collection of their data. The Administration and FTC have praised these efforts. Today’s technology announcement, however, threatens to undermine that balance, limiting the availability and diversity of Internet content and services for consumers.”

Microsoft’s technology announcement appears to include requirements that are inconsistent with the consensus achieved over the appropriate standards for collecting and using web viewing data (and which today are enforced by strong self-regulation). The DAA is very concerned that this unilateral decision by one browser maker – made without consultation within the self-regulatory process – may ultimately narrow the scope of consumer choices, undercut thriving business models, and reduce the availability and diversity of the Internet products and services that millions of American consumers currently enjoy at no charge. The resulting marketplace confusion will not benefit consumers, and will profoundly impact the broad array of advertising-supported services they currently enjoy.

About The DAA Self-Regulatory Program for Online Behavioral Advertising

The DAA Self-Regulatory Program for Online Behavioral Advertising was launched in 2010 by The Digital Advertising Alliance (DAA), a consortium of the nation’s largest media and marketing associations including the American Association of Advertising Agencies (4A’s), the Association of National Advertisers (ANA), the American Advertising Federation (AAF), the Direct Marketing Association (DMA), the Interactive Advertising Bureau (IAB) and the Network Advertising Initiative (NAI). These associations and their thousands of members are committed to developing effective self-regulatory solutions to consumer choice in online behavioral advertising (OBA). Based on seven “Self-Regulatory Principles for Online Behavioral Advertising,” proposed by the Federal Trade Commission, the DAA program is designed to give consumers enhanced control over the collection and use of data regarding their Internet viewing for OBA purposes. To learn more about the DAA Program, please visit www.aboutads.info.

IAB Launches Digital Media Sales Certification to Set New Professional Benchmark for the Interactive Advertising Industry

Otilia Otlacan — Wed, 30 May 2012 17:54:10 +0000

Registration Opens Today; First Tests Scheduled for June 11

NEW YORK - Until now, the digital advertising field has lacked professional benchmarks such as the legal world’s Bar Exam and Wall Street’s Series 7. That situation changes with the announcement by the Interactive Advertising Bureau (IAB) establishing the first-ever educational standard for digital media sales forces with the launch of the “IAB Digital Media Sales Certification.”

To receive the certification, digital sales professionals must complete an examination, which will be administered through Pearson Testing Centers. Registration for the certification exam kicks off today, with applications available at www.iab.net/certification. The inaugural exams are scheduled for Monday, June 11, 2012 and will be held at Pearson’s Test Centers worldwide.

“The certification program will help raise the level of professionalism in the digital field by allowing salespeople to demonstrate their knowledge of the complex interactive environment,” said Michael Theodore, Vice President, Member Services, IAB. “Much like examinations in other fields, this test will give current job holders and job seekers a ‘score card’ to prove their understanding of the most important concepts, guidelines, and best practices in digital advertising. Businesses also benefit by ensuring that they have the most competent sales teams possible.”

“The IAB’s program to create new educational standards for the interactive industry is an exciting step forward for advancing the field of digital advertising sales,” said Patrick Dolan, Executive Vice President & COO, IAB. “Once the digital media sales certification program is launched, we will develop similar training and certification programs for other related professions in the industry, which will both teach and recognize the knowledge and skills needed for success.”

There is no formal coursework required for the “IAB Digital Media Sales Certification” examination. Designed for salespeople with 2-5 years of experience in the digital industry, it is recommended that candidates have a strong command of current industry issues, players, and operations, as well as a broad understanding of every major digital platform. The test costs $350 for IAB members and $450 for non-members.

Before creating the certification program, IAB conducted extensive research into the knowledge gaps in the field, including the “IAB Interactive Ad IQ Industry Survey” with Ernst & Young, and a series of in-depth interviews with sales professionals.

The findings showed that many professionals on both the sell-side and buy-side are struggling to keep up with the rapid evolution of interactive advertising platforms, technologies and capabilities. Yet, they agree that a deep understanding of these areas is critical to their success and the growth of the industry.

As a result, the certification exam will cover general comprehension of the digital advertising ecosystem, selling digital media and analyzing campaign performance. Specific topics will include:

Differentiating the benefits of digital versus traditional media
Describing digital advertising formats
Defining key digital advertising tools and technologies
Calculating media mathematics
Adhering to compliance standards/policies
Understanding differences in digital ad formats
Prospecting for new clients
Aligning digital advertising products with client objectives
Comprehending internal and third-party research
Analyzing, launching, and monitoring digital advertising campaigns and data
Reviewing opportunities to renew or upsell digital advertising campaigns

The IAB worked with the fully accredited test development company Professional Testing, Inc. to create the content of the exam, alongside subject matter experts from IAB member companies:


AOL BBC Break Media Buzz Media CNN Money Collective Comcast Spotlight Condé Nast Media Group	Disney Interactive Media Group Freewheel Goodway Group Google Liberty Advertising Live Intent Mojiva	NBCUniversal Operative Rodale The 614 Group Tremor Video Viacom Media Networks White Pages

The certification program’s Founding Commission will drive its future direction. Members include:

Scott Schiller, NBCUniversal (Chair)
Paul Caine, Time Inc.
Charlie Echevarry, Univision
Dave Moore, 24/7 Media
Tony Nethercutt, Mojiva
Wayne Powers, Yahoo!
Brian Quinn, Triad Retail Media
Rick Song, Microsoft Advertising

“The constant and rapid evolution of today’s digital media marketplace makes it more important than ever for sales professionals to fine-tune their skills and keep up with new advertising formats, standards and tools,” said Scott Schiller, Executive Vice President, Digital Media Sales, NBCU Entertainment & Digital Networks and Integrated Media, NBCUniversal, and Chair of the “IAB Digital Media Sales Certification” Founding Commission. “The new certification exam will establish much needed professional industry benchmarks and best practices, while also raising the bar for talent and providing a career ‘badge’ so they can stand out in their field and super-serve their clients.”

The news about the launch of the “IAB Digital Media Sales Certification” exam was released at the IAB Innovation Days @ Internet Week “Screens⁽ⁿ⁾” conference. For more information or to register, go to www.iab.net/certification.

About the IAB

[cb type="company"]interactive-advertising-bureau-iab[/cb]

mediaFORGE Challenges Foundations of Clicks & View-through Impressions for Campaign Optimization

Otilia Otlacan — Tue, 07 Feb 2012 13:09:43 +0000

White paper outlines the best and worst metrics for optimizing display media campaigns

SALT LAKE CITY – mediaFORGE, a dynamic display media provider, released a white paper detailing its position on why optimizing campaigns for impressions, post-impression attribution, and click-through rate (CTR) does not give an adequate understanding of campaign performance, and how post-engagement is able to substantiate performance with much more meaningful results.

Given the influx of media coverage around online ad measurement, and the creation of the “Making Measurement Make Sense” (3MS) initiative by IAB, ANA, and 4As, it’s clear that advertisers are consensually dissatisfied with current performance metrics. What’s less clear is how to identify the best solution.

mediaFORGE’s white paper was written to empower advertisers to make the right decisions when exploring campaign metrics amidst the growing clamor of proposed solutions.

“Optimizing campaigns is about much more than identifying a metric to report against,” explains mediaFORGE CEO, Tony Zito. “It also determines the design of your campaign, including who you’re targeting and how. It’s important that advertisers understand the implications of the metrics they choose, and we hope this paper will give them a step in the right direction.”

The full whitepaper can be downloaded from the mediaFORGE website at mediaFORGE.com/resources. Some of the paper’s key conclusions include:

- Limited viewable ad inventory challenges validity of attributed view-through conversions.

- Narrowing target audience to optimize campaigns for clicks leads to substantial opportunity cost.

- Campaigns should be optimized for engagement to maximize yield.

- Tracking ad engagement validates that impressions were viewable.

- Clicks are not the exclusive indicator of purchase intent.

About mediaFORGE

mediaFORGE is a dynamic display media company that delivers a personalized and interactive ad experience designed to capture prospects and increase revenue. Its pioneering shared-revenue model charges marketers according to measured engagement that can be attributed to incremental revenue – never for impressions or view-throughs. With mediaFORGE, online marketers can employ the best aspects of display advertising with a low-risk business model, transparent data reports, and best-in-class account managers, making it the most compelling and efficient paths to optimal return on ad spend (ROAS). For more information, visit mediaFORGE.com.

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