Advertisement Regulations Come Into Play on Key Issues for Publishers

With cross-device targeting and ad blocking programs dominating the conversation for digital magazines and marketers, advertisement regulations emerge as key factor

Advertisement regulations are ramping up with the proliferation of digital advertising revenue opportunities like native content, programmatic ads, and mobile viewability. In addition, ad blocking programs and data privacy also have legal impact. And it’s all happening at once as technologies accelerate and publishers looking to make money attempt to match up with marketers looking to spend it.

Let’s start the week with a few articles from that cover this topic, from cross-device targeting to the Acceptable Ads Initiative to a developing situation for ad networks used to operating as middlemen.

FTC Wades in on Cross-Device Tracking

The Federal Trade Commission is attempting to sort out the ramifications of cross-device tracking, AdExchanger reports.

“It is impossible for most consumers who maybe have lesser understanding of online tracking in general and less time they might devote to thinking about these issues. Consumers do know they are being tracked, [but] the fact that they don’t understand the extent of it doesn’t mean they don’t care about it,” New America’s Open Technology Institute Senior Policy Counsel Laura Moy told Allison Schiff.

“We have historically had a notice and choice framework, an opt-in and opt-out framework, but as data sets become more easily cross-referenceable and aggregatable and data analysis techniques expand, these distinctions mean less and less. Those conclusions could be troubling for the consumer.”

Acceptable Advertisement Regulations Could Change Ad Blocking Game

Adblock Plus has come to the table to work with publishers on a white-listing option, but the goals could be a long way off from being realized, AdExchanger reports.

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“Considering the contention and misinformation that’s out there, I think it was a good first step by the Adblock Plus team to just get people at the table. I hope they took away from this how complex the process and mechanisms need to be, because the Acceptable Ads criteria has lacked that objectivity and nuance,” Online Trust Alliance President Craig Spiezle told James Hercher.

“Pulling together a multi-stakeholder arbitration process – call it whatever you like – is immensely difficult. Give them credit, because it was the first time you had people across the industry together frankly accepting responsibility for their share of the problem … but it’s an indication of how hard it will be to maneuver the interests represented here.”

Publishers Respond to Platforms’ Removal of Ad Networks

The days of ad networks serving as go-between for publishers and marketers could be coming to an end, AdExchanger reports.

“There’s no need to keep paying middlemen when you can efficiently buy quality inventory directly from publishers via an exchange or private marketplace. There’s been a glut of low-quality inventory running through most exchanges. With advertisers focusing more attention on nonhuman traffic and viewability, the exchanges needed to purge low-quality traffic and inventory and focus on trusted publishers,” Meredith Digital VP of ad platforms and operations Matt Minoff told Sarah Sluis.

“We stopped letting ad networks sell our inventory nearly a year ago. Allowing ad networks to bundle our properties with mid-tail and long-tail sites was devaluing our audience and inventory. We believe having direct relationships with agencies and clients leads to better results for both parties.”

Are you monitoring advertisement regulations? Let us know your thoughts in the comments!

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