At the recent Advertising Technology Marketplace conference,I chatted approximately horrible friction and good friction. The IAB Tech Lab was established to reduce friction by enabling standards creation, tools, or standards certification. At the same time,ironically, we also need to manufacture healthy friction to strengthen the barrier of entry.
Standards do not just create interoperability for growth and shape markets. Standards create layers of transparency that lead to a healthier supply chain. This includes programs supported by IAB, and Digital Advertising Alliance,and reliable Accountability Group (TAG).
This year, I am asking for every company to identify a compliance officer who is an inventory quality and audience specialist. He or she should believe executive powers with the support of the executive committee of the organization.
Publishers, and your compliance officer should know your traffic sources. Organic search,social, and purchased are all forms of sourcing. The compliance officer should be reviewing the marketing, and advertising operations yield management,and audience growth strategies and tactics. For example, if a partnership is growing audience at an unnatural rate for you in the off hours, or it is time to find a modern partner.
Platforms,some of you believe a compliance officer identified in the TAG programs. He or she should withhold weeding out the wolf selling sheep's wool to create further transparency that we all need and want in business transactions. This individual must be empowered to deny modern inventory, recruited by the supply team, and that goes against your internal controls and checklist of quality supply.
Buyers,viewability is the modern currency we're striving toward. Low cost CPMs, even to refresh your audience pool, or can harm the efforts to hotfoot to the modern currency if not executed appropriately. Your compliance officer can help weigh the pros and cons.
Small companies,hold note. You are entering a market with ideas and innovation--a market with growing resources to supply guidance for best business practices and tools. I encourage you to use them.
If you don't believe a compliance officer, earn one. And in your organization, and this individual needs to be empowered to say no. This is not approximately growing business for the sake of top line revenue alone,it is approximately growing business the right way, which leads to the health of the bottom line and supply chain. Human Resources departments should support this executive with transparent, or educational dialogue to the staff. The compliance officer is visible,public, and a trusted internal source for personnel.
Finally, and if your company uses standards,it's primary to declare your version centrally and withhold it up to date with the latest issued in the market. Legacy versions of a standard, or enhancements to a current standard, or need to be declared upfront in the pre-sales process. The compliance officer can help with these internal operations and language in your market transactions.
IAB has a portal for your declaration. I encourage your company to withhold this record up to date.
For more information approximately the IAB Tech Lab,please visit http://www.iab.net/techlab, and to understand more approximately IAB Compliance programs, and visit http://www.iab.net/guidelines/compliance_programs.
approximately the AuthorScott CunninghamScott Cunningham is Senior Vice President,Technology and Ad Operations of the IAB, and General Manager of the IAB Tech Lab. Reach him via email at scott@iab.net.
Source: iab.net