Page 63 - TAM Review 2019

5. Third party verification and measurement as a basic

Advertisers seek media inventory which is viewable, fraud
free and brand safe. Verification of whether these criteria

have been met should be received from an impartial third-
party source. We do not accept self-reported data.

6. Addressing ‘walled garden’ issues

In addition to the above ‘walled gardens’ issues, advertisers
seek to use the licensed third-party buying platform of their

choice in any and all environments. Limitations placed upon

inventory and/ or data access, based on the DSP used, are
not acceptable.

7. Improving standards with data transparency

The way data is collected and used by some in our industry
has played a part in reducing trust in online advertising. We

need a fundamental shift towards an ecosystem built on
trust, control and respect for people’s data.
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8. Improving the user experience 1

Consumers are increasingly frustrated with ads that disrupt

their experience, interrupt content and slow browsing.
Advertisers require platforms and publishers to optimise

towards the ad formats found by the Coalition for Better
Ads to be less intrusive Review 20

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