{"id":34835,"date":"2020-08-23T10:24:25","date_gmt":"2020-08-23T15:24:25","guid":{"rendered":"https:\/\/adpulp.wpengine.com\/?p=34835"},"modified":"2020-08-23T11:14:58","modified_gmt":"2020-08-23T16:14:58","slug":"brighter-futures-for-the-ad-industry-are-possible-following-massive-reform","status":"publish","type":"post","link":"https:\/\/www.adpulp.com\/brighter-futures-for-the-ad-industry-are-possible-following-massive-reform\/","title":{"rendered":"Brighter Futures for the Ad Industry Are Possible, Following Massive Reform"},"content":{"rendered":"

Someone moved the ad industry’s cheese. The various reactions from industry leaders have been slow and haphazard at best, but that’s starting to change. The World Federation of Advertisers<\/a> has formed the Partnership for Responsible Addressable Media.<\/p>\n

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\u201cIn the ancient story of the Tower of Babel, the city collapsed because its inhabitants lost the ability to speak a common language,\u201d says Bill Tucker<\/a>, Group EVP Association of National Advertisers and Executive Director of the new Partnership. \u201cThe digital advertising industry faces a comparable challenge around addressability today, as recent changes announced by operating systems, browsers, and other technologies if implemented, will significantly impact the traditional marketplace language of cookies and mobile IDs.”<\/p>\n

In other words, the industry’s biggest spenders want a more sustainable future for online advertising, and they want it now.<\/p>\n

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“This means improving the way we use data to reduce consumer annoyance and bombardment, preventing bad actors from profiting from digital advertising and creating the right conditions for a diverse and effective advertising ecosystem to thrive in all markets,” says Stephan Loerke<\/a>, CEO of the WFA.<\/p>\n

Meanwhile, Mark’s Ego and Objective Reality Not In The Same Venn Diagram<\/h2>\n

CNBC<\/a> reports that Marky Z still doesn’t get it.<\/p>\n

Although Facebook has spent recent weeks trying to stanch the departure of ad dollars with meetings and memos, an address from CEO Mark Zuckerberg to employees, suggested the company doesn\u2019t plan to make changes based on the demands of advertisers. Zuckerberg reportedly said though the boycott posed reputational issues, his guess was \u201cthat all these advertisers will be back on the platform soon enough.\u201d<\/p>\n

Delusional thinking happens. In a company that’s built to last<\/a>, the delusions are challenged, along with the delusional.<\/p>\n

In totally related news<\/a>, Facebook\u2019s revenue for the second quarter rose 11 percent from a year earlier to $18.7 billion, while profit jumped 98 percent to $5.2 billion.<\/p>\n

What About the Widespread Lack of Creative<\/em> Standards?<\/h2>\n

I appreciate the above efforts to clean up the digital advertising ecosystem. Now let’s look at some of the other critical debris piles in need of a deep clean. Warning. What you are about to see is all wrong:<\/p>\n