Tackling fraud with good practice principles
The DTSG (Digital Trading Standards Group) has created “UK Good Practice Principles” looking to create an industry-wide standard of effort to reduce fraud and ensure brand safety across all digital display advertising I recommend that any media agency worth their salt should gain accreditation, certainly around the growing requirement of self-serving programmatic display.
A really clever example of tailored creative in action came from Tennessee Vacation Matchmaker. This takes user interests and behaviours and matches them with a bespoke selection of video clips showing related activities in Tennessee. This is the future of digital creative delivery!
To summarise, digital is still seen as the most progressive media channel with data, technology and targeting driving the agenda. Once the codes for creative personalisation and the ability to better understand digital’s reach and frequency is cracked then this media channel will quickly establish itself at the forefront of brand planners’ agendas, working in an increasingly synchronised way with performance teams to achieve wider business goals.