Page 62 - TAM Review 2019

The Global Media Charter

By The World Federation of Advertisers

This Charter sets out what advertisers think about the key issues
faced in digital media today and identifies the steps the industry

needs to take.

1. Zero tolerance to ad fraud with compensation for any breach
The industry is taking considerable steps to address ad fraud but it

remains a threat. Any media investment committed by advertisers

(and associated fees) found to be associated with invalid traffic / non-
human impressions should be automatically refunded.

2. Strict brand safety protection

This is the fastest rising media issue on WFA members’ agendas. For
advertisers to invest with confidence, comprehensive and rigorous

safeguards are required, with responsibility assumed by platforms for 9
the content carried on their sites.
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3. Minimum viewability thresholds

Advertisers should be able to trade against whatever viewability level

delivers the required outcome for the business, including 100% in-view
for full duration, if desired.

4. Transparency throughout the supply-chain Review 20

Complete transparency throughout the media supply-chain (digital
or otherwise), is critically important to advertisers. Full disclosure is

required for pricing & trading, fees & costs, placement, data, and other
areas.

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