What if we could start the digital advertising industry again from scratch?

"At our recent U7 summit in London, industry experts and leading brands spent the day discussing issues like complicated supply chains, self-policing, a lack of global guidelines on transparency, and what we can do to course correct. And they're not alone - lots of companies in the advertising space are working hard to clean up the ad landscape by bringing transparency and trust back to the industry. Initiatives like the U7, and trade bodies like the IAB and TAG, are starting to transform the dialogue."

"But what if we could start afresh? What would our industry look like if we could start from scratch tomorrow? What technologies, processes and standards would we put in place from the get-go to ensure the industry remained transparent and trustworthy - while being as efficient and effective as possible? A global standard Firstly, we'd need an independent organization to create a global standard or a set of protocols that companies who participate in the exchange would need to adhere to."

"An idea that often gets spoken about at Unruly is that of ID being a commodity rather than a USP. In our current ecosystem, only a few media giants own people based identifiers, and this means smaller companies struggle. In our new industry, I'd make ID available for all, giving the market a more level playing field and allowing companies to work across borders."

Advertising faces complicated supply chains, self-policing, and a lack of global transparency guidelines, undermining trust and effectiveness. Many companies and trade bodies are pursuing transparency and trust through initiatives and changing industry dialogue. A rebuilt industry would start with an independent organization creating global standards or protocols for participants. Making identity a commodity rather than a proprietary USP would open cross-border access and level the playing field for smaller companies. Processes that encourage collaboration and unity would enable independents to compete with walled gardens. Consistent, standardized measurements for metrics such as viewability and CTRs governed by an independent body are essential.

Read at The Drum