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Co-Founder & CEO, Symitri | Safeguarding privacy | Driving transparency | Building the sustainable future for trusted advertising
It's really rare for a trade association to make such a substantial impact on the heels of just one groundbreaking research study. Kudos to Bob Liodice, Bill Duggan and our friends at TAG TrustNet for doing so. It was exactly a year ago in Cannes when TRUSTX and the Association of National Advertisers announced the results of ANA's Programmatic Transparency Study. On the patio at Belle Plage, with about 75 industry veterans attending an invite-only lunch panel, Tom Triscari, Lou Paskalis, Allison Schiff and I debated the possible prescriptions for dramatically reducing our industry's latest TLA, "MFA." We urged our marketer and agency colleagues to shift from exclusion to inclusion, to get serious about validating (at the log level) where their ads were running, and to eliminate non-transparent supply-paths from their programmatic media buys. None of us could have predicted the speed with which the entire ecosystem would jump on board, nor the positive results just one year later. Nice to see some generally good news coming out of our industry. I'm optimistic we can keep up the good work.
Great work from the Association of National Advertisers! The job is never complete when it comes to advertising on quality so hopefully the members keep progressing with change and updating their methods for quality buying.
Thank you David for the kudos. You’ve also leaned in since the start and the future of our collective work is bright!
Congrats to all involved! A great sign of critical progress for this industry. I know this reduction is only based on 11 advertisers, but this shift to media quality was always going to start with first movers before others felt the pressure to get on board or get left behind. The future is here, it's just not evenly distributed. :) I think we're going to see conflicting reports on MFA spend/impressions going up or down not just due to the uneven focus across buyers, but also because MFA, like media quality, is too loosely defined and subjective. I'll believe we've really moved the market when we see spend become (much) more concentrated with the highest quality publishers (likely away from Open Auction), and CPMs increase accordingly. The Great Ad Decommoditization is coming!