Media, Technology & Data

Ongoing news and analysis of brand safety and suitability,
programmatic and automation, advertiser protection, and more.

Guidance & Resources

Consumer Privacy

As legislators and regulators in Congress and the states continue to address privacy concerns in a fragmented fashion, agencies are often left with questions as to what exactly they are being asked to do, and how exactly they should go about accomplishing it.  Privacy can be an amorphous topic to wrap your head around, so we’re here to help.

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Consumer Privacy

For decades, we have been deeply committed to diversity, equity and inclusion within the advertising industry. We hear and see our Black colleagues and stand up as anti-racist. It is up to all of us to continue to play a role in dismantling the racial issues in our country and we call on all of our members to continue to do the work that will drive change.

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As programmatic media evolves, our thinking must evolve with it.  As buyers and sellers continue to push the boundaries of what’s possible, agencies need advice and guidance from a trusted source.  The 4A’s is here to help.

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Brand Safety & Suitability

With technology providing numerous options for consumer access to content, we collectively have the responsibility to safeguard consumers and the brands we work with to ensure balanced environments where brands and consumers can coexist with trust.

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Brand Safety & Suitability

Related to Media

Facebook’s Structure For Success Webinar for 4A’s Media Agencies |

This webinar was presented by Facebook’s Caitlin Chittom and Matt Barbarasch to the 4A’s Mid-Sized Agency Media Directors Committee.  It was designed to give 4A’s media agencies all the information they need to run successful campaigns across the Facebook family of apps. This webinar went over the most important factors for campaign success, and walked […]

TV Advertising in Canada |

Mintel explores TV advertising conditions in Canada with information on popular TV ad formats, commercial avoidance, video ads by platform, and the appeal of movie and TV show ads.

Media 2020 and Beyond: Key Findings |

MediaSense surveyed senior marketers and interviewed industry leaders around the globe to learn how they are preparing for the future media ecosystem.

Perceptions of Ad Personalization: Sentiments Toward Targeted Advertising surveys people’s awareness of ad personalization, which platforms they see it the most, and when they think those ads cross the privacy line.

4A’s Introduces Brand Safety Playbook

The 4A’s is pleased to introduce the Brand Safety Playbook, designed to help you reduce your agency’s overall risk profile in the digital landscape, so you can focus on executional excellence, building brand equity, and performance. This is an industry-leading effort to create cohesive guidelines for brand safety across fraud, malware, and content adjacencies, giving […]

CCPA: What Agencies Need to Know (May 2019)

Read the full guidance: CCPA: What Agencies Need to Know    On January 1, 2020, a sweeping new data privacy law will go into effect in the United States. The law, known as the California Consumer Privacy Act (CCPA), is the first of its kind in the country. The CCPA grants California consumers new rights […]

Letter to CA Privacy and Consumer Protection Committee Chairman Ed Chau

Letter to CA Privacy and Consumer Protection Committee Chairman Ed Chau   Chairman Ed Chau Privacy and Consumer Protection Committee Room 156A, Legislative Office Building 1020 N Street Sacramento, CA 95814   Re: AB 1760   Dear Chairman Chau:   The undersigned trade associations, whose members support more than 2 million jobs in California and […]

The Brand Safety Effect: How unsafe ad placement impacts consumer brand perception (October 2018)

Read the full Brand Safety Effect report   Executive Summary CHEQ, Magna & IPG Media Lab set out to quantify the effects of unsafe ad exposure on consumer brand perceptions. These are the key findings: Many consumers view unsafe ad placement as an intentional endorsement of the negative content. With unsafe ad placement, consumers’ perception […]

4A’s Advertiser Protection Bureau Delivers Brand Suitability Framework and Brand Safety Floor In Move to Help Advertisers Assess Risk

The 4A’s, the leading trade organization for marketing communications agencies, today released two critical resources developed to strengthen current contextual brand safety practices. The two documents – a Brand Safety Floor and a Brand Suitability Framework – are designed to help agencies, advertisers, publishers, platforms, and ad verification vendors develop brand by brand digital buying guidelines that appropriately align advertiser ads with specific categories of content.

Google User ID Update – July 17, 2018 |

On April 27th Google announced that as of May 25th, the Doubleclick User ID would no longer be available in data transfer reporting from its Ad Server (DCM) and its DSP (DBM) for users in the European Economic Area. Google will also remove cookie IDs and User list names from data transfer from its exchange (AdX). Eventually this will roll out globally.

4A’s & Holding Companies Get Proactive About Brand Safety With Formation of Advertiser Protection Bureau

Today, at its Accelerate conference in Miami, the 4A’s, the leading trade organization for marketing communication agencies, announced the formation of the Advertiser Protection Bureau (APB). Through this bureau, agencies will share the collective responsibility of achieving Advertising Assurance, which is how the association defines its efforts to enforce environments where brands and consumers can coexist with trust.

4A’s Advertising Assurance Forum 2018 Report

On Monday, March 19, 2018, nearly 100 senior level executives from across the industry gathered at the 4A’s Advertising Assurance Forum held at Horizon Media’s offices in New York City.