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.
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.
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.
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.
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.
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.
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.
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.
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.
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.
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.
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This Global Media Charter has been co-written by a number of WFA members including both corporate global advertisers and national advertiser associations.
For more information or questions, please contact Matt Green at m.green@wfanet.org