The Eight Principles for Partnership
We have identified eight areas where advertiser concerns are most magnified and where we believe there are the greatest opportunities to re-balance the way we operate with our ecosystem partners.
Global Media Charter 2018
Global Media Charter (2018)
Advertisers’ principles for partnership in the digital media advertising ecosystem
The WFA Global Media Charter sets out the key issues facing advertisers in digital media today. But it is not supposed to solve all of them. It’s a starting point. A means to codify the needs of the media investors who fund this ecosystem. The advertisers.
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Zero tolerance to ad fraud with compensation for any breach
Strict brand safety protection
Minimum viewability thresholds
Transparency throughout the supply-chain
Third-party verification and measurement as a basic
Addressing 'walled garden' issues
Improving standards with data transparency
Improving the user experience
/ Principle #1
Zero tolerance to ad fraud with compensation for any breach
The industry is taking considerable steps to address ad fraud but it remains a threat. Any media investment committed by advertisers (and associated fees) found to be associated with invalid traffic / non-human impressions should be automatically refunded.
Related content
Anecdotes and case studies
Principle #1 explained
Sweden's Guide to Digital Advertising
Leana Less, VP Global Connections & Media at The Coca-Cola Company
ACA Canada's Ron Lund on ad fraud
/ Principle #2
Strict brand safety protection
This is the fastest rising media issue on WFA members’ agendas. For advertisers to invest with confidence, comprehensive and rigorous safeguards are required, with responsibility assumed by platforms for the content carried on their sites.
Related content
Anecdotes and case studies
Principle #2 explained
ISBA UK's Phil Smith on brand safety
Sweden's Guide to Digital Advertising
Luis de Como, EVP Global Media, Unilever
/ Principle #3
Minimum viewability thresholds
Advertisers should be able to trade against whatever viewability level delivers the required outcome for the business, including 100% in-view for full duration, if desired.
Anecdotes and case studies
Principle #3 explained
Oliver Maletz, Global Head of Communications and Media, Volkswagen
Sweden's Guide to Digital Advertising
/ Principle #4
Transparency throughout the supply-chain
Complete transparency throughout the media supply-chain (digital or otherwise), is critically important to advertisers. Full disclosure is required for pricing & trading, fees & costs, placement, data, and other areas.
Related content
Anecdotes and case studies
Principle #4 explained
Media Transformation Case Study: Deutsche Telekom
Benjamin Jankowski, Group Head, Global Media, Mastercard
AANA Australia's John Broome on transparency in the digital media supply
/ Principle #5
Third-party verification and measurement as a basic
Advertisers seek media inventory which is viewable, fraud free and brand safe. Verification of whether these criteria have been met should be received from an impartial third-party source. We do not accept self-reported data.
Related content
Anecdotes and case studies
Principle #5 explained
BVA's Marion Moerman and OWM's Joachim Schütz on third-party verification and measurement
Sweden's Guide to Digital Advertising
/ Principle #6
Addressing ‘walled garden’ issues
In addition to the above ‘walled gardens’ issues, advertisers seek to use the licensed third-party buying platform of their choice in any and all environments. Limitations placed upon inventory and/ or data access, based on the DSP used, are not acceptable.
Anecdotes and case studies
Principle #6 explained
Jerry Daykin, Head of Global Media Partnerships, Diageo
/ Principle #7
Improving standards with data transparency
The way data is collected and used by some in our industry has played a part in reducing trust in online advertising. We need a fundamental shift towards an ecosystem built on trust, control and respect for people’s data.
Related content
Anecdotes and case studies
Principle #7 explained
The WFA Data Transparency Manifesto explained
Data Transparency Manifesto area #1: Consumer experience
Data Transparency Manifesto area #2: Supply Chain management
Data Transparency Manifesto area #3: Data governance
Jamie Barnard, General Counsel - Global Media, Marketing and eCommerce, Unilever
/ Principle #8
Improving the user experience
Consumers are increasingly frustrated with ads that disrupt their experience, interrupt content and slow browsing. Advertisers require platforms and publishers to optimise towards the ad formats found by the Coalition for Better Ads to be less intrusive.
Related content
Anecdotes and case studies
Principle #8 explained
David Wheldon, WFA President & RBS CMO
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Contributors
This Global Media Charter has been co-written by a number of WFA members including both corporate global advertisers and national advertiser associations.
Contact us
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For more information or questions, please contact Matt Green at m.green@wfanet.org