Just over a year ago, three of the leading advertising trade organizations – IAB, ANA, and 4A’s – formed the Trustworthy Accountability Group (TAG) to address several critical challenges affecting digital advertising, including fraud, piracy, malware, and lack of transparency. These issues not only cost the U.S. digital advertising ecosystem an estimated $8.2 billion annually, but also erode consumer confidence in advertisers generally – and the brands they represent.
TAG has grown exponentially since its inception, attracting cross-industry participation and support from the world’s largest advertisers, agencies, publishers, and ad-tech companies. Its board of directors includes executives from Facebook, Google, IPG Mediabrands, JCPenney, McDonald’s, Mondelez, Motorola, NBCUniversal, Omnicom, P&G, Publicis, Unilever, and WPP.
All of TAG’s programs drive collective accountability … Continue Reading
When it comes to trust and digital media, it’s an understatement to suggest that it cuts both ways. It’s more accurate to state that it slices and dices as many ways as a kitchen appliance from an infomercial.
On one hand, it appears to be easier than ever to assess trustworthiness across the digital landscape. We can vet product recommendations from Amazon, pull factoids from Wikipedia, and even gage credibility based on search engine rankings.
But on the other hand, what we see on digital media already reflects some prior manipulation or steering of products, or information. Or we may be seeing products and services that can’t even be sold. For example last year, Google banned 14,000 advertisers for hawking … Continue Reading
You’re only as good as your first page of Google search results. That’s the reality of today’s business environment. Keeping a company’s online reputation as pristine as possible is a baseline for any sophisticated marketing strategy.
Need proof? The Edelman Trust Barometer for 2015 found that Internet search engines are now the most trusted source of news and general information. When surveyed, 72% of online users said they trusted search engine results, a statistic that’s up 8% from 2014. Put another way, nearly three quarters of potential customers searching a company’s name will likely trust what Google returns on that first page. Glowing results will drive sales. Negative results will not.
One of the best ways to control what shows … Continue Reading