Mobile devices and social media have brought the ability to target ads to epic levels. But targeting brings challenges, such as ensuring privacy. The industry has formed the Digital Advertising Alliance and synergized its mandate with the work of the National Advertising Review Council. This self-regulatory program promotes display of the Advertising Icon to signify use of online behavioral advertising and adherence to our core principles. More than 350 companies have implemented the program, and the icon has been displayed online more than 3 trillion times.

Agree to Universal Standards of Brand Valuation

A crucial missing element of marketing is the value of the brands that we work so hard to create and strengthen. We need generally accepted brand valuation standards that can be applied across the industry. The ANA is collaborating with the 4A's, Advertising Research Foundation, Marketing Accountability Standards Board and our brand-valuation partners at Interbrand, Core Brand and Millward Brown have begun an effort to address this.

 

The ANA, 4A's and Interactive Advertising Bureau have come together to improve cross-platform comparability through enhanced digital metrics and standards. We have announced five principles of digital measurement, which represent the foundation of 3MS -- Making Measurement Make Sense -- and a five-part measurement framework. The working group is now tackling Phase 2, which includes launching a pilot of the "viewable impression"; establishing a measurement governance body; and advancing GRP reporting requirements and a new classification system.

 

Interactive TV is one of the newest and most dynamic opportunities for marketers. BrightLine's 300-plus campaigns prove that marketers are leveraging interactive TV to raise the effectiveness of traditional-TV investments while advancing digital goals. Nationally scaled ITV has the potential to create another caliber of integrated advertising. The ANA will work with Canoe Ventures to enable programming networks to enhance content and advertising, and to energize them with interactivity.

 

There is a simple way to replace antiquated processes: common asset coding. Ad-ID produces an identifying code for each advertising asset, helps manage workflow, improve supply chain operations, and increases productivity and cost savings. Most important, it provides a foundation for industry-wide measurement across media platforms. Endorsed by all major trade groups and used by more than 700 brands, Ad-ID makes it easy to streamline the supply chain.