Week 8: Issues of online advertising

November 28^th, 2018

By M.Tourabi

Five important issues around online advertising 

1.   Brand safety: Companies should maintain processes that ensure a safe environment for ad trading, minimising the risks involving misplacement, protecting the integrity and reputation of brands, and reducing the funding of content and services that infringe copyright.

2.   Maximising ad viewability: Companies should use accredited technology partners to develop cross-platform standards, with a goal of achieving effective viewability, engagement and attention for advertisers' online campaigns.

3.   Tackling ad fraud: The investment brands make in digital advertising should be effective and reach the right audience and accredited technology solutions should be used to stamp out fraud.

4.   An ad funded internet: All forms of digital advertising should be effective, efficient and relevant to people¹s interests, providing revenue to publishers so they may continue to make their content, services and applications widely available to the public. Ad blocking undermines this aspiration.

5.   Privacy: Advertising businesses should give citizens greater transparency and control over the information that is collected and used to make advertising more relevant and effective.

References:

• The Balance Small Business. 2018. Ethical Issues in Online Advertising. [ONLINE] Available at: https://www.thebalancesmb.com/ethical-issues-in-online-advertising-39115. [Accessed 28 November 2018].
• IAB declares five biggest issues in digital advertising. 2018. IAB declares five biggest issues in digital advertising. [ONLINE] Available at: https://www.campaignlive.co.uk/article/iab-declares-five-biggest-issues-digital-advertising/1359879. [Accessed 28 November 2018].