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.

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.

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.

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.

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.

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.

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.

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.

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.