FINAL ANA SUPPLY CHAIN TRANSPARENCY STUDY HIGHLIGHTS 20% BOOST TO AD PRODUCTIVITY FROM USE OF LOG-LEVEL DATA
Last week, the ANA released the complete report of the ANA Programmatic Media Supply Chain Transparency Study, which offered compelling reasons and a step-by-step playbook for marketers to implement the collection and analysis of log-level data to improve the cost and effectiveness of their digital campaigns. The study found that marketers could drive a 20% increase in their ad productivity from the effective use of comprehensive log-level data.
Among the direct recommendations in the ANA study:
“By driving adoption of an industry-wide framework for log-level data, marketers can regain control over their investments and understand exactly where their money is going,” Zaneis continued. “Through a single, accurate view of all their impression data, brands can ensure they are succeeding against their most important metrics, including ROI, price vs. quality, brand safety, sustainability, DEI, or any combination of the above. Such control enables much greater value to be extracted from programmatic campaigns for advertisers, and for publishers and consumers too.”
TAG's "Certified for Transparency" Program establishes a "shared truth" on campaign data for participants across the supply chain, increasing confidence and control for buyers and raising the value of inventory for sellers who can prove they are responsible, accountable, and transparent. A central requirement for seal recipients is participation in a TAG-recognized transparency utility that has the ability to create a single trusted record for transactions through real-time reconciling and sharing advertising log files with marketers.
Additional information about the TAG Certified for Transparency Program can be found at tagtoday.net/transparency .
New TAG Threat Intelligence Forecast Finds “All But Certain” Risk of AI-Powered Malvertising Attacks in 2024
A new TAG Threat Intelligence Forecast, “The Impact of Generative AI on the Malvertising Landscape,” found an “all but certain” risk of generative AI being utilized by malvertising attacks in 2024.
“Cybercriminals are all but certain to leverage generative AI to enable malvertising campaigns in the coming year. Generative AI is easy to adapt and can enhance the quantity and quality of malvertising creatives and ad copywriting.
“We expect these campaigns to initially target English speakers as most early-stage large language models (LLMs) are currently most effective in English. Additionally, AI identification tools are prone to inaccuracy, and, in the background of all of this, AI regulatory efforts are generally centered around consumer data protection, with little to no mention on the criminal use of AI. Finally, there are examples of nation-state actors leveraging AI in disinformation campaigns that could serve as a proof-of-concept for further illegal exploitation.
“We have high confidence in our assessment based on reliable and corroborated open sources, including academic research, government assessments, qualified subject matter experts, and proprietary TAG Threat Exchange data.
“Technological disruptions like generative AI put the advertising industry on precarious footing. The advantages to its adoption are myriad, but examples of its misuse are sobering. While AI will enable ad tech to automate complex tasks to better serve relevant and tailored ads to consumers, cybercriminals will leverage these same applications to enhance the effectiveness of their illegal activity. However, the next year presents an opportunity—however fleeting—for the digital advertising industry to invest in the collective defense of its supply chain.”
The full TAG Threat Forecast can be found on the TAG site.
TAG’s “Member Spotlight” Series Features Gum Gum CEO Phil Schraeder
On the sixth and final episode of the Member Spotlight, Gum Gum CEO Phil Schraeder talks with TAG’s Jules Kendrick about the minimum threshold for brand safety and suitability for brands, the importance of context, and Gum Gum’s work with TAG and the digital advertising community to advance brand safety.
From the “Online Advertising Taskforce Action Plan” Released by the UK Government’s Department of Media, Culture, and Sport:
“Through the Online Advertising Taskforce, we have a real opportunity for government and industry to work together to tackle illegal advertising and increase the protection of children, in anticipation of future regulation being introduced. …
“Other initiatives led by industry members outside the membership of the Taskforce are also important in this space, including the work of the Trustworthy Accountability Group (TAG),for example in relation to malware and fraud.”
From “IAS Released Inaugural Responsibility Report” in MarTech Cube:
“In August 2023, the Trustworthy Accountability Group recognized IAS as one of 10 inaugural companies to receive the Certified for Transparency seal, indicating high levels of transparency and accountability across its company’s operations.”
From APAC Fraud Snapshot reports, to UK Brand Safety Consumer reports, to Best Practices whitepapers, TAG's research is here to support our member's day-to-day compliance as well as strategic planning.
Visit our Data and Insight page 👉 tagtoday.net/insights
We love it when TAG members highlight our work together to fight digital ad crime and improve transparency. Please send any TAG-related press releases, blogs, or other announcements to Andrew Weinstein at andrewwstn@gmail.com for review before release.