After attending the 2018 Annual Leadership Meeting in California last week, it was clear that all stakeholders in the digital advertising landscape have their work cut out for them. Traditional brands are faced with the challenges of an onslaught of Direct-to-Consumer (D2C) brands developing out of the box online relationships with consumers while the supply chain is working away at its commitments to eliminate fraud, create a brand safe environment and deliver valid and viewable impressions to advertisers.
2017 was a year filled with problem-solving. It was a year dedicated to building global consensus on supply chain issues and developing frameworks and tools to deliver advertisers with the transparency and security needed as digital media investment begins to eclipse other channels.
2018 will be a year of implementation. From re-designing user experiences to align with LEAN ads to securing online inventory against fraud, the entire industry will be working on integrating many advancements into their front and back ends this year. This year we will also see all businesses that handle any EU data, spend the first quarter getting up to speed and compliance with the GDPR.
Following are just a few measures requiring implementation to the digital media supply chain in 2018:
- Brand Safety Best Practices
- Fraud
- txt
- TAG
- LEAN Ads – the new IAB Ad Portfolio
- GDPR Compliance