Post by samsparrow74 on Feb 15, 2024 11:24:49 GMT
On the eve of the DMEXCO fair , the German Association of Advertisers (OWM) has drawn up a catalog of requirements for its partners in the digital market. The triple message is a clear user orientation, transparency in the digital value chain and binding quality criteria for data as a basis for greater trust in digital marketing . User centrality , that is, the brand's concentration on serving the user's interests, is highly appreciated as a response to continued dissatisfaction with digital advertising formats, as well as increasing sensitivity in data processing. OWM welcomes the fact that even international platforms, which to date have been among the largest collectors and evaluators of usage data in the digital ecosystem, have announced that they will collect less data and only what is necessary and will focus more on interests. of users, as long as this commitment to user centrality is authentic and not tactical .
According to the association, there can be no long-term acceptance of online advertising without a focus on the user and without a positive user experience . Trust in online advertising and in the responsible Bahrain Phone Numbers List processing of personal data will only occur if the user themselves and not, for example, a browser, have the power to decide over their data; whether you can decide who collects and stores what data; whether consent to data processing is carried out in accordance with the regulations; whether you can access the data securely; and whether the amount of data collected is based on what is really necessary for the respective business model. However, not only has user trust been damaged by a multitude of data scandals, but also advertiser trust . The advertisers associated with the OWM want to regain lost trust and therefore ask their market partners to collaborate with them to: – Create a standardized consent formula. – Establish a local login agreement in preparation for a new era of cookies, rather than competing with vendors.
Guarantee full transparency of the value chain in digital communication, especially in programmatic advertising – Develop and define uniform quality criteria for data providers. – Allow independent measurement of digital KPIs by third parties with free choice of provider. – Harmonize the measurement of video streaming. – Provide fully measurable video inventory as soon as possible by implementing the VAST 4 standard. – End advertising fraud for brand safety. «Trust is an enormously important asset. It is necessary to restore trust in the digital ecosystem to be able to jointly absorb the high dynamics and complexity of the market through fair and reliable treatment among all. To our regret, many of our demands this year are not new. This shows that greater efforts are needed to finally solve the existing problems on the market,” explained OWM CEO Joachim Schütz. According to the president of the German advertisers association, Uwe Storch, "the digital ecosystem has the challenge of creating trust in two directions: towards users and towards advertisers ." By granting the user sovereignty over their data, the basis for acceptance is created.
According to the association, there can be no long-term acceptance of online advertising without a focus on the user and without a positive user experience . Trust in online advertising and in the responsible Bahrain Phone Numbers List processing of personal data will only occur if the user themselves and not, for example, a browser, have the power to decide over their data; whether you can decide who collects and stores what data; whether consent to data processing is carried out in accordance with the regulations; whether you can access the data securely; and whether the amount of data collected is based on what is really necessary for the respective business model. However, not only has user trust been damaged by a multitude of data scandals, but also advertiser trust . The advertisers associated with the OWM want to regain lost trust and therefore ask their market partners to collaborate with them to: – Create a standardized consent formula. – Establish a local login agreement in preparation for a new era of cookies, rather than competing with vendors.
Guarantee full transparency of the value chain in digital communication, especially in programmatic advertising – Develop and define uniform quality criteria for data providers. – Allow independent measurement of digital KPIs by third parties with free choice of provider. – Harmonize the measurement of video streaming. – Provide fully measurable video inventory as soon as possible by implementing the VAST 4 standard. – End advertising fraud for brand safety. «Trust is an enormously important asset. It is necessary to restore trust in the digital ecosystem to be able to jointly absorb the high dynamics and complexity of the market through fair and reliable treatment among all. To our regret, many of our demands this year are not new. This shows that greater efforts are needed to finally solve the existing problems on the market,” explained OWM CEO Joachim Schütz. According to the president of the German advertisers association, Uwe Storch, "the digital ecosystem has the challenge of creating trust in two directions: towards users and towards advertisers ." By granting the user sovereignty over their data, the basis for acceptance is created.