Businesses are looking for more than baseline brand security after two years of media quality scandals; they want brand suitability. And many seek Trusted Marketplaces: publisher networks that maximize performance by pursuing rigorous benchmarks, going beyond the basics of brand security, viewability, and ad fraud, as well as ad experience, formatting, and access to information.
And considering the variability of digital content, there is considerable attraction for such rigorous vetting. With low entry barriers for content development driving a flood of fake news, Trusted Marketplaces is an efficient way to ensure media fulfills brand marketers ‘ expectations and goals.
Why media quality still matters
Every company expects its advertisements to appear next to the appropriate material. As Jimmy Carr put it during this year’s Advertising Week Europe: “If you are Mothercare, you don’t want to be advertising on Pornhub.” This need is not solely motivated by the desire to prevent future brand harm; it is also motivated by the difficulties of linking with discerning digital viewers.
Consumers of today are vulnerable to the perceived value of brands: 53 percent would prefer to purchase from businesses that represent their distinctive values and beliefs, and a comparable amount reported leaving a brand based on these opinions. And this implies that ad placements must complement each brand’s values and audience in order to obtain meaningful commitment and desired company results.
However, the internet is an unpredictable environment in which inappropriate content can spread rapidly. Take, for instance, the March 2019 terror attack in New Zealand. YouTube grappled with a deluge of associated videos within 24 hours — added at a pace of one per second — and Facebook deleted 1.5 million uploads within a couple of days. The atrocity, though an extreme example, illustrates the problems of maintaining advertisements away from inappropriate content on a scale and demonstrates why there is a increasing appetite for greater media buying power and interest in Trusted Marketplaces.
The ingredients of a successful Trusted Marketplaces
Increased enthusiasm for brand-operated Trusted Marketplaces may be new, but it is not the notion. In reality, pioneer Xaxis introduced its model for the first time in 2016 in reaction to calls for greater quality, fraud-free, and 100% viewable media— a move that pre-empted demand for greater media norms that would follow the 2017 large brand security scandals. Since then, the desire to guarantee media is reliable and has continued to develop in high quality.
Effective execution needs substantial resources, and few have the leverage and close relationships to build this infrastructure with publishers. Maintaining scale is vital so that the imposition of stringent requirements also does not restrict the reach and potential of advertising.
Consequently, building a scalable Trusted Marketplace continues an undertaking that can be realistically undertaken only by bigger organizations.
Why dedicated trading expertise still matters
Defining a Trusted Marketplace’s parameters, based on particular company goals, is a complicated job requiring sophisticated abilities from information researchers, software engineers, and automation experts. After all, they are not plain whitelists; they are complicated structures to install and customize closely. So, just as a hotelier would hire qualified architects and technicians to plan and construct new premises, brands building a Trusted Marketplace should work with organizations that have the knowledge and network of publishers to achieve the correct outcome.
In addition to publisher links and extremely qualified teams, organizations should also enact strict media environment surveillance and allow real third-party verification to guarantee zero ad fraud tolerance and high standards of viewability that go well beyond the fundamental IAB criteria. The safe environment connected with a Trusted Marketplace will promote marketers ‘ best possible return on investment— and in turn produce real company results.
In the volatile digital environment, brands that maintain a trustworthy picture and, in turn, consumer confidence belong to the competitive advantage. In order to maintain intact reputation and high income, marketers must look to the skills and publisher interactions of the agency partners to make Trusted Marketplaces a reality.