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Ad fraud & verificationAudience measurementDigital policyAd blockingSelf-regulationValue of advertisingAgency managementBrand purposeBrand reputationData collection & privacy
Global Media Charter
The World Federation of Advertisers has published a Global Media Charter, designed to create the conditions for a marketing…
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Diversity & InclusionBrand purpose
A guide to progressive gender portrayals in advertising
At the Cannes Lions Festival 2017, UN Women and a number of leading voices in the marketing and advertising industry including WFA,…
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Digital policyData collection & privacy
WFA DGX Guide to Data Transparency & GDPR
A practical guide to ensuring responsible data use across the entire digital advertising value chain.
Member-only content,…
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Digital policyDigital transformationData collection & privacy
Are you ready for GDPR? The WFA guide to GDPR guide for Marketers (2017)
When it comes to the EU’s new General Data Protection Regulation, 7 out of 10 marketers are in the dark. Maybe you’re…
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Self-regulationValue of advertising
Advertising standards toolkit for the promotion of effective self-regulation
Multiple countries worldwide, including China, Vietnam and Cambodia are reviewing their regulatory frameworks for advertising. There…
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Digital policyMarketing to childrenData collection & privacy
GDPR Guide for Marketers
This guide, developed with the support of Hunton & Williams LLP, aims to help address this gap by highlighting five key areas of…
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Ad fraud & verificationAudience measurementMedia transparencyAd blockingMedia measurementData & analytics
European Viewability Measurement Principles
Created by the EVSG (European Viewability Steering Group - made up of WFA, EACA and IAB Europe), these principles are designed to…
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Ad fraud & verificationProgrammaticAd blockingData & analytics
Compendium of ad fraud knowledge for media investors
The intention of this compendium is to raise awareness of ad fraud among brand owners and to provide the knowledge and best…
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Self-regulationMarketing to childrenData collection & privacy
Implementation Guide for Marketing Communications to Children Commitment
Initiated by the World Federation of Advertisers and The Consumer Goods Forum, this tool aims to help the retailer and manufacturer…
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Agency evaluation & performanceAgency remuneration & contracts
Guide on Global Agency Remuneration Trends and the use of performance metrics (2014)
A WFA report on how global trends in performance based remuneration are evolving, and how metrics are weighted by agency type.
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ProgrammaticAgency managementData & analytics
Guide to Programmatic Media (2014)
An introduction and guide to the programmatic media landscape, with focus on the suppliers and the different models of trading desks…
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Agency review & pitching
Guidelines on client-agency relations and best practice in the pitch process (2013)
This document provides recommendations for both parties, the agency and the client, on how organize, conduct and conclude a pitch…