The advertising technology world is confusing. There are hundreds of ad tech startups and technologies, but few standard ways or APIs for marketers take data from one and mix it with another. The Council for Accountable Advertising, a new industry trade organization I first caught wind of in January, hopes to change all that. It is now about to formally launch.
The Council’s goals are to create standards for data integration and transparency, define standards of accountability for the online advertising industry, suggest best practices, and provide original industry research. “You can’t even download reports from two different tools and put them next to each other and know what they mean,” says Stephen Messer, one of the founding members of the Council and vice chairman of Cross Commerce Media. The ad tech industry needs to simplify things and make them less confusing.
The Council will be more inward looking than other industry groups like the IAB (it will also launch a private blog for industry executives and their customers). But it will also provide a forum for the industry to coem together around some of the privacy issues bedeviling the online advertising industry. WIth the FTC calling for a Do Not Track list and concerns about behavioral targeting on the rise, the industry obviously still needs to figure things out.
The main goal of the Council is to promote interoperability and to educate marketers about the industry. To that end, it will commission original research. Forrester analyst Joanna O’Connell and Colin Gillis of BGC Financial will act as the Council’s chief research officers. Evan Korth, a professor at NYU, will act as chief academic officer.
The Council at this point is invite-only. The founding members are Cross Commerce Media, MediaMath, and TARGUSinfo. The other launch members include Admeld, AdSafe, AudienceScience, Peer39, Solve Media, and TidalTV.
Cross Commerce Media (CCM) operates Collective[i]™, a cloud-based analytics platform that unifies a company’s marketing data from disparate sources so that marketers can access and analyze data in real time and in a single place. Unlike dashboards that merely aggregate data, Collective[i]™ standardizes data from existing analytics tools, making it possible to create custom analyses that integrate multiple sources. For the first time, marketers are in control of their data and can measure the collective impact of all their...
Headquartered in New York, MediaMath was founded in 2007 and is a leader in the demand side platform category (Forrester Wave, Q4 2011). The company buys billions of highly targeted ads per month on behalf of dozens of agencies, including all the major agency holding companies. Major brands include American Express, Kellogg’s, Prudential and Kayak. The MediaMath buying platform, TerminalOne, provides advertising agencies and brands with the technology and back office services to trade across all leading digital advertising...
With the right knowledge at the right moment, our On-Demand Insight® helps Fortune 500 to successful start-up companies increase revenue, improve audience targeting, create better customer experiences, boost conversion rates, raise customer lifetime values and produce savings from new efficiencies. TARGUSinfo sets the industry bar for data accuracy, currency and coverage — providing on-demand solutions that help organizations identify, verify, score and locate the customers and prospects with whom they interact. Millions of times every day, organizations rely on our insight...
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