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.

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.

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.

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.

This white paper, prepared by the 4A’s Media Measurement Committee, the Coalition for Innovative Media Measurement (CIMM) and Sequent Partners, looks at offerings from the prominent providers in digital, cross-platform, multi-touch and television attribution, and marketing mix modeling, using comparable criteria.

More than 250 marketing professionals gathered at the 4A’s 5th annual Data Summit, a one-day event that brought together leaders from brands, agencies, media outlets and data firms. In this report, we highlight topics covered at the event — including unconventional uses of data, preparing for the EU’s General Data Protection Regulation, cross-device measurement and targeting, and upcoming industry standards.

The Media Leadership Council (MLC) of the 4A’s is issuing this Fair Play Charter to its members as guidance and agreement to fair and equitable treatment to owners of minority-owned and -targeted media. Fair Play represents a recommitment to nondiscriminatory practices in media buying process.

The one-day summit brings together leaders from brands, agencies, media outlets and data firms like Bank of America, Air Canada, GroupM, Cadreon, Google, Facebook, Viacom, Domo and Deep Root Analytics to discuss everything from smart data and programmatic to cross-device implications and opportunities afforded by AI.

The 4A’s and the Television Bureau of Advertising (TVB) have come together to propose a change to Nielsen’s published data streams that will better approximate daily consumer consumption and capture more delayed viewing behavior.

This communication serves to notify the local buying community and partners of the 4A’s, of our combined point of view, and proposes that the 4A’s will formally request Nielsen to change the local data streams in 2018.

The terms define long-form digital video as professionally produced content, eight minutes or longer in duration, that is dynamically ad served and delivered in a digital environment.

Welcome to the second report in our series “Imagine: Forces of Change.” In our first report, we focused on the expanded and redefined media landscape as one of five forces of change challenging marketers to reconsider the way media is defined, leveraged and orchestrated. In this report, we focus on a second force of change […]