The Trust Deficit in Advertising is Real

The Trust Deficit Origins and ImpactsSeveral factors contribute to the trust deficit1 Transparency Issues The term transparency has become a marketing catch all or throw away word by most sellers to the detriment of the industry Today more often than not advertisers are unsure about where their ads are really being placed the audiences used to target them and the actual costs associated with placements not some arbitrary CPM mired in arbitrage2 Ad Fraud As media types like connected TV and streaming audio gain steam so too do their CPM39s and this makes the environment ripe for fraudsters Domain spoofing nonhuman traffic and click fraud are just a few examples of adfraud that are eroding trust3 Data Security Concerns about data breaches and the misuse of consumer information has led to additional skepticism The natural tendency for adtech to not value consumer privacy and violate trust has not helped4 Discrepancies in Reporting Disagreements over metrics KPIs and reporting methodologies can create tensions and further divide buyers and sellers In addition attribution models and naive sellers39 desires to take full credit for attribution without any incrementality measurement or score erode trust The continued challenges with walled gardens and datameasurement have compounded the trust deficit the latest of course with YouTube recently but META and Alphabet have both been called to the carpet many times for reporting discrepanciesBridging the Gap Solutions for the Trust Deficit1 Embrace Transparency This one is easier said than done because if you look at the leading players in the space all seem to claim transparency in their marketing If we want to win back trust both parties must prioritize complete transparency This involves open discussions about fees placements and expected outcomes Technology deployed and how it39s deployed deterministic vs probabilistic measurement and so much more are part of a truetransparent dialogue and execution Platforms should provide clear breakdowns of actual media costs plus any other markups or third party fees and placements This is the most daunting of all topics to tackle Sellers are quite literally as the writing of this article hosting webinars on transparency whom are the least transparent the industry can offer they resell others tech markup inventory costs arbitrage data yet because they feel they are displaying the name of the publisher where the ad ran and what they are charging the customer as a CPM they can claim transparency2 Unified Metrics and Standards Adopting industrywide standards for metrics and KPIs can alleviate many disputes Organizations like the IAB Interactive Advertising Bureau have taken strides in this direction but more unified acceptance is needed and frankly control groups with incrementality measurement can help win back trust3 Robust Verification and Fraud Detection Employ thirdparty perbid verification services to ensure ads are viewed by real people in appropriate contexts and ideally also additional tech to root out more purposeful fraud like misrepresenting device type is key This not only helps in minimizing wasted spend but also in rebuilding trust4 Data Protection Pledges Advertisers and sellers need to commit to stringent data protection standards Being clear about how data is used stored and shared can rebuild faith in the ecosystem5 Open Communication Regularly scheduled checkins feedback loops and open channels for grievance redressal can foster a better understanding between both parties6 Educational Initiatives Workshops seminars and training sessions can help both advertisers and sellers understand the intricacies of the ecosystem dispelling myths and clarifying ambiguity but they need to be conducted in authentic way not more BS marketing with spin tactics to suit an individual companies needs versus the industries greater interests7 Work with companies that are demonstrating transparency and a willingness to pull back the curtain to prove they are doing what they say they are doing with audits and scrutinyA Look AheadWhile challenges persist consumers are moving to streaming TV and audio at unprecedented rates creating the perfect environment for advertisers of all sizes to reach targeted prospects and customers Brands as small as a local realtor can use TV to reach home buyers a solution once only reserved for Fortune 100 and 500 brands The trust deficit is being taken on by the ANA TrustNet and other industries who all believe with the right technology ethics and true transparency trust will followBoth advertisers and sellers stand to gain immensely from such a harmonious relationship Through concerted efforts transparency and mutual respect we can overcome the trust challenges and unlock the full potential of this dynamic advertising landscapePosted at MediaVillage through the Thought Leadership selfpublishing platformClick the social buttons to share this story with colleagues and friendsThe opinions expressed here are the author39s views and do not necessarily represent the views of MediaVillageorgMyersBizNet

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The Trust Deficit in Advertising is Real

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Gabe Greenberg

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The Trust Deficit in Advertising is Real

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