AD NETWORKS
U.K. Government | March 14, 2022
On March 12, the U.K government announced additional amendments to the scope of the Online Safety Bill. These amendments focus on protecting people from advertising scams.
The Online Safety Bill mandates that social media companies like Instagram, Twitter, and Facebook and search engines like Google need to protect people from both user-generated scams and prepaid fraudulent ads.
Nadine Dorries, U.K Secretary of State for Digital, Culture, Media and Sport, said in a statement that the British government had taken these steps to make the ad industry practices accountable, ethical, and transparent.
“They’re putting real teeth into this bill,” said Pedram Tabibi, partner at law firm Meltzer Lippe. “This could be the beginning of additional regulations and a sign of further scrutiny in the digital space.”
“They’re putting real teeth into this bill,” said Pedram Tabibi, partner at law firm Meltzer Lippe. “This could be the beginning of additional regulations and a sign of further scrutiny in the digital space.”
Thanks to the current draft of this bill, online users will be protected from fake ads that collect user data. Social media platforms and search engines will have to adapt proportionate systems and processes to prevent the publication and/or hosting of fraudulent advertising on their service. They will also have to remove the ads when they are made aware of fraudulent ads. Catfishing romance scams and fake stock market tips that people post through images, videos, and comments will also fall under the bill’s amendments.
This bill means additional vetting and reviewing of ads to make sure they aren’t scams. It could slow down some of the ads from getting into the market, as told by David O. Klein, Managing Partner at Klein Moynihan Turco to Adweek.
A higher rate card for advertisers is expected because of the costs that will be incurred for getting the ads reviewed. A legitimate advertiser may end up paying more to be whitelisted by an agency to expedite the ad review. Every time a legitimate ad is flagged as fraudulent, the advertiser may incur further costs.
The Online Safety Bill was in the pipeline for a couple of years and is the U.K government’s step towards regulating online content and speech.
Read More
AD TECH AND MARTECH
Lumenad | April 15, 2021
Lumenad, a leading provider of advertisement data organization, standardization, and simulation tools, today announced the release of its flagship Advertising Intelligence software. Marketers who are frustrated by the heavily manual, do-it-yourself nature of advertisement data can use tools that significantly reduce the persistent challenges of ad data variety, volume, and velocity.
"We invented Advertisement Intelligence software primarily to help marketers handle their promotional data holistically," said Lumenad CEO Ryan Hansen. "There are numerous products on the market that assist marketers in managing their received and owned media, but absolutely none rely solely on managing paid-media data. Our Brand Intelligence platform has been pressure tested against thousands of campaigns and more than $100 million in media spend, and it has been purpose-built to meet the basic demands of handling new cross-channel advertising."
More than 70 advertisement metrics are standardized by the app in compliance with agreed ad industry guidelines. For the first time, Advertising Intelligence tech provides cross-channel ad data in a full uniform and impartial way. With newfound transparency in campaign performance, marketers will take the appropriate action for each channel based on the data.
About Lumenad
Lumenad built Advertising Intelligence software to assist marketers in being more flexible, proactive, and open in their marketing spend strategy. It's an industry-validated method for streamlining data organization, standardization, and insights. As a result, advertisers will gain insight into and truly comprehend past, present, and future perspectives on ad campaigns. They will optimize the return on every ad dollar.
Read More
AD NETWORKS
RE/MAX | January 14, 2021
RE/MAX, the #1 name in real estate*, declared the launch of another national advertising campaign, "The Right Agent Every Step of the Way." The campaign commences with 12 spots across radio, digital, TV and social media sources. Unexpectedly, the package additionally incorporates a video idea for The RE/MAX Collection®, the organization's luxury property brand.
The campaign features the worth RE/MAX agents give buyers and sellers, utilizing technology, devices, experience and expertise to help them in what is likely the greatest financial transaction of their lives.
"Last year was a big reminder that human connection is the most important thing," said Abby Lee, RE/MAX Senior Vice President, Marketing and Communications. "The expertise of RE/MAX agents has been proven time and time again, but it's about more than that. We want clients to feel connected to their agents and the brand even in times of uncertainty. This campaign illustrates the increasingly important role a skilled agent can play in the lives of buyers and sellers by going on a journey of lifestyle discovery with them following a year where the meaning of home took on new importance."
Read More