Advertising trade groups are seizing the political moment in a bid to dismantle the Federal Communications Commission’s recently passed broadband consumer privacy laws. With the commission on the cusp of a Republican majority – Chairman Tom Wheeler has said he’ll step down on inauguration day – the writing could be on the wall for the FCC’s […]
The Federal Communications Commission (FCC) passed a stringent set of online privacy regulations on Thursday. The law, expected to go into effect next year, expands the FCC’s mandate over internet service providers (ISPs), which will soon have to obtain individual consent to use data drawn from a subscriber’s activity, such as web browsing, app usage […]
For a CMO, convincing the CEO or CRO to put more money toward marketing is a tall order. Because it’s difficult for marketing to prove ROI, large organizations often squeeze the budget. That’s changing. When Denise Karkos became CMO of TD Ameritrade, she told her board upfront that she planned to invest in data, analytics […]
Johnson & Johnson saw the writing on the wall when it began marketing in a digital world. The 130-year-old CPG giant was born and raised in what Alison Lewis, CMO of J&J Consumer Brands, called a “right-handed world.” “We were dominated by brick-and-mortar, Mom was the CEO of the household, big players used size and […]
“We need CMOs to turn up the leadership dial,” Association of National Advertisers CEO Bob Liodice told attendees during his opening keynote at the Masters of Marketing conference Thursday. Liodice rattled off a litany of problems familiar to the contemporary marketer, including fraud, viewability, privacy, talent shortages and poor creative, that have withered the effectiveness […]
Agencies that don’t comply with the American Association of Advertising Agencies’ (4As) Transparency Guiding Principles of Conduct (TGPC) will risk losing their memberships. Under the new rule, which the agency trade body blogged about on Monday, anyone (from marketers to executives from other agencies) who finds an agency is not compliant with the 4As’ guidelines […]
Eight trade associations, including the Interactive Advertising Bureau (IAB) Tech Lab, the 4As and the Association of National Advertisers (ANA), have teamed up to develop cross-platform standards for video ad delivery. Their goal, according to Alanna Gombert, SVP of technology and ad operations for the IAB and GM of the IAB Tech Lab, is to […]
While media bartering isn’t commonly discussed, the ANA’s two reports on agency transparency referenced the practice 49 times. Here’s how it works: A barter agency might agree to buy an advertiser’s surplus product, such as an airline’s unsold flight tickets at full price, which it would give to employees for business travel. In return, the […]
To maintain transparent relationships with their agencies, brands must consider significantly investing in things like staffing, continuing media education and legal counsel, according to ANA and Ebiquity. In their most recent report, ANA and Ebiquity issued a long list of recommendations that also included hiring a “chief media officer” to manage agency relationships. It’s a […]
The Association of National Advertisers’ crusade for greater agency transparency entered phase two on Monday, when marketing analytics firm Ebiquity and its subsidiary, FirmDecisions, released an anticipated set of guidelines for advertisers on how to maintain transparent relationships with their agencies. The overarching message: Agencies may have crossed a few lines, but the onus is […]
