WFA’s Global Media Charter improving our marketing ecosystem

9:00 AM, 7 June 2018

The WFA and top global brands demand action for a better marketing ecosystem

Find out how the WFA’s Global Media Charter works for brands and consumer

In response to the growing consumer mistrust around digital advertising, the WFA has partnered with the world’s top advertisers to create a Global Media Charter.

The goal of the Charter is to create a better, more balanced digital marketing ecosystem, one built on trust and transparency. This is a true “Glocal” initiative, as the WFA, along with national associations such as ANZA, aims to encourage all advertisers and brands from around the world to get on board. Here in New Zealand, brands have the opportunity to join us in pursuing a more consumer-centric digital marketing landscape.

While the WFA has spearheaded this Charter, this a collaborative initiative partnering with leading global brands such as Procter & Gamble, Unilever and Mastercard to create the Charter that is inclusive of brands, advertising agencies and media owners.

“As the market continues to change quickly, global brands are being more tangible and specific about what we expect from the entire ecosystem; our tech partners, agency partners media owners and digital platforms. The WFA’s Global Media Charter is designed to ensure that everyone has the same common understanding of what we all need to do to thrive. Everyone should join us on this journey.”
Ben Jankowski, Mastercard senior VP of Media and WFA Media Forum co-chair

Why is this important?

The Global Media Charter comes at a time when consumer trust in online ads is at an all-time low. Ad blocking is growing 30% a year, and it is essential for advertisers and brands to take steps towards addressing this head on.

“The digital ecosystem has grown so rapidly, it’s no wonder that it’s far from perfect. But the time for indulgence is over. The largest chunk of the world’s marketing budgets is now invested in digital platforms and advertisers have a right to demand that the money they invest can be clearly tracked and understood. It’s not just about knowing that budgets have been well spent. We also need to be reassured that brand and consumer interests are protected in these new platforms.”

  • Stephan Loerke, CEO of the World Federation of Advertisers

What is the Charter addressing?

The charter identifies key areas around:

  • Transparency
  • Brand safety
  • Ad fraud
  • Viewability

“Things need to change and fast. The WFA Global Media Charter is critical in that it lists what brands need from their online partners so that the system can be sustainable. Put simply, it’s the only future for the online advertising ecosystem.”

  • WFA president David Wheldon

8 Principles of Partnership

To address this growing mistrust among consumers, the WFA in collaboration with top global brands and national associations, including ANZA, has created its 8 Principles of Partnership. Demanding action from advertisers and brands, this charter provides a guideline, addressing these key areas:

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.

How NZ advertisers can take action today

In full support on the WFA’s Global Media Charter, we here at ANZA strongly encourages our Members to take action and work alongside the 8 Principles of Partnership.

Now is the time for New Zealand brands and advertisers to step up and join the growing international movement towards a better, more transparent and thriving digital ecosystem for all.

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