As we approach the tenth anniversary of the iPhone, it’s clear that mobile advertising has hit a tipping point. That conclusion is inevitable from any number of facts. For one, Google has announced that more searches on its platform take place on mobile devices than computers in 10 different countries, including the United States. Second, 80% of Facebook’s ad revenue now comes from mobile. If there was any remaining doubt, the research firm E-Marketer has said that 2016 will be the year in which mobile ad spending overtakes digital ad spending.

Amazingly, this tipping point feels like it has been a long time coming. It has been predicted for years, despite the fact that smartphones and other devices displaying mobile … Continue Reading

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