The name of the game continues to be industry clean up and accountability.
GroupM, has taken a proactive step in standardizing the industry definition for made-for-advertising sites (MFAs) by implementing its own vetting process. It claims to be the first media buying agency to do so by incorporating safeguards against MFAs across all its inclusion lists in the markets it operates in. Inclusion lists are collections of approved publisher websites used to guide programmatic advertising budget allocations. This move comes in response to concerns raised by marketers about their ads appearing on MFA sites.
By incorporating Jounce’s daily updated MFA list into its vetting process, GroupM aims to enhance the frequency of updating its inclusion lists. The agency’s intention is to maintain flexibility in the size of its inclusion lists and adjust based on Jounce’s MFA list. This proactive stance by GroupM against MFAs has implications for the advertising industry, signaling a shift away from vanity metrics and highlighting the importance of more transparent, reliable metrics in programmatic advertising.
The Trade Desk is planning to bid below the asking price for digital ads as a part of a new initiative. The Trade Desk operates a “demand-side platform” used by advertisers to purchase internet ads. It’s one of the largest independent DSPs, handling significant ad spend. Starting in September, The Trade Desk aims to standardize the price floors of digital ads, which are set by publishers in collaboration with supply-side platforms (SSPs). Different SSPs charge varying fees, leading to diverse price floors for the same ad inventory. The Trade Desk’s move is intended to eliminate inaccuracies and manipulation in price setting. This strategy also seeks to increase transparency for publishers and advertisers.
The advertising industry has seen increased attention on investing in multicultural and diverse media in recent years. However, progress in this area has been slow due to myths regarding the scale of minority-owned media properties, limiting the growth potential of these businesses and causing marketers to miss out on substantial revenue opportunities.
The challenges related to dispelling these myths are categorization, budget allocation, ad buyer misperceptions and partnership exclusion. Reaching diverse audiences is crucial for modern brands’ success, and research indicates that supporting minority-owned media strongly resonates with multicultural consumers. Ignoring these communities is detrimental to business, missing out on significant scale and failing to align with diversity goals.