three questions digital advertisers need to ask themselves

THREE QUESTIONS DIGITAL ADVERTISERS NEED TO ASK THEMSELVES.

1. How am I serving

ads?

"WE SERVE ADS TO CONSUMERS THROUGH A NON-TRANSPARENT MEDIA SUPPLY CHAIN WITH SPOTTY COMPLIANCE TO COMMON STANDARDS, UNRELIABLE MEASUREMENT, HIDDEN REBATES AND NEW INVENTIONS LIKE BOT AND METHBOT FRAUD.” MARC PRITCHARD, P&G

"WE SERVE ADS TO CONSUMERS THROUGH A NON-TRANSPARENT MEDIA SUPPLY CHAIN WITH SPOTTY COMPLIANCE TO COMMON STANDARDS, UNRELIABLE MEASUREMENT, HIDDEN REBATES AND NEW INVENTIONS LIKE BOT AND METHBOT FRAUD.” MARC PRITCHARD P&G

Translation: Ad Tech is

broken.

LOCATION, LOCATION, LOCATION.

DON’T BELIEVE THE HYPE

FOLLOW THE MONEY

WHAT IS P&G CALLING FOR? • ONE VIEWABILITY STANDARD • INDEPENDENT MEASUREMENT & VERIFICATION • TRANSPARENT AGENCY CONTRACTS • ACTIVE PREVENTION OF ONLINE ADVERTISING

FRAUD

2. Am I ready for

GDPR?

MARCH 25, 2018.

EU PROPOSING: GUARANTEED CONFIDENTIALITY OF USERS' ONLINE BEHAVIOUR & DEVICES. SPAM, DIRECT MARKETING AND THE PROCESSING OF DATA TO BE ALLOWED ONLY WITH PRIOR CONSENT. USERS ASKED FOR PREFERENCES ON THIRD PARTY COOKIES WHEN THEY INSTALL A BROWSER, RATHER THAN WHEN THEY'RE BROWSING THE WEB.

EU PROPOSING: EUROPEAN CITIZENS ALSO HAVE THE RIGHT TO APPROACH ANY COMPANY THAT HAS DATA ABOUT THEM AND DEMAND TO KNOW HOW IT'S BEING PROCESSED, WHY, AND WHO IT'S BEING SHARED WITH. DATA PORTABILITY BECOMES A RIGHT APPLIES TO NON-EU COMPANIES THAT HOLD DATA ON EU CITIZENS.

NONCOMPLIANCE? COMPANY FINES OF UP TO 4% OF GLOBAL TURNOVER MORE POWERS FOR IRISH ODPC TO FINE DIRECTLY INSTEAD OF COURTS

3. Does creativity

matter to me?

"ADVERTISING IS POISON GAS. IT SHOULD BRING TEARS TO YOUR EYES, UNHINGE YOUR NERVOUS SYSTEM AND KNOCK YOU OUT.” GEORGE LOIS

THE TYRANNY OF THE MPU?

THE OUTLINE IS TRYING SOMETHING NEW

MOBILE FRIENDLY CONTENT + AD SLOTS

SNAPCHAT SHOWS THAT ENJOYABILITY + SHARABILITY ARE THE NEW CREATIITY

@steevill

Thanks