The importance of data-driven standards in online advertising

Sanjiv Kakkar, ABG Chairman and EVP, Unilever MENA encourages the industry to learn more about online advertising  at the Coalition for Better Ad webinar on Wednesday

It’s hard to believe that online advertising has been around for 25 years. In those early days it was  rudimentary, with banner ads attached to web pages – a pale imitation of the colourful, mobile designed, analytics-oriented medium it has evolved into today.

Just as technology has changed beyond all recognition, the online advertising industry has grown into a complex, competitive arena. While suppliers have benefited from direct, round-the-clock, global links to consumers, expectations have not always been met, on all sides.

Ads that disrupt the browsing experience or delay access to content are frequently cited as major frustrations for consumers – and the notion of ‘ad blocking’ has become equally unwelcome for advertisers.

You couldn’t have comprehended in the 1990s that app developers would become wealthy on the back of putting up no entry signs to our industry; and Apple’s decision to allow users the option to block online ads certainly raises the stakes.

Thankfully, organisations such as the Coalition for Better Ads, are working hard to provide solutions  – in particular, developing data-driven standards for in-app advertising and short form video ads.

The Coalition has leveraged consumer insights and cross-industry expertise to develop and implement new global standards, the Better Ad Standards, for online advertising that address consumer expectations.

Through personalisation and transparency, the opportunities now exist for consumers, agencies, and suppliers to exist in digital harmony.

I am delighted that Neal Thurman will share his insights at a webinar on June 30 (5pm UAE time)  and I encourage you all to learn more about the changes in industry dynamics and consumer preferences in these digitally charged times.

To receive your calendar invite RSVP: charlotte@abg-me.com