TRUST,Navigating the current climate and coming out ahead,ADVERTISER,Media Leadership Series,Advertiser Perceptions by the Numbers,YEARS,of proprietary, historical data about “what advertisers think”,STUDIES,conducted per year: syndicated & custom, quantitative & qualitative,U.S. & Global,COMPANIES,continuously measured across digital, television, radio, print, agencies andad tech,PRESENTATIONS,delivered per year, sparking active dialogues about key issues in the marketplace,CLIENTS,166570085300,ranging from traditional mediato emerging ad tech,Our Clients,Partial list,Todays Hosts,Randy CohenChief Executive Officer Advertiser Perceptions,Sarah BoltonExecutive Vice President, Business Intelligence Advertiser Perceptions,Frank PapsadoreExecutive Vice President, Marketing Advertiser Perceptions,Data Mismanagement,Ad Fraud,Brand Safety,Trust in Advertising: a big umbrella,Trust-Related Issues: dominating industry headlines,Trust-Related Issues: top-of-mind for advertisers,Trust-Related Issues: affecting consumer behavior,74%Not anacceptable tradeoff,Using my personal data so advertisers can target me is Dont know3%Acceptable tradeoff23%,Source: NBC News/Wall Street Journal poll. Base = 1,000 U.S. Adults. Fielded March 23-27, 2019.,THE BIG PUSH BACK,TRUST,Corporate leaders have put a stake in the ground,New Organizational Roles,Industry Task Forces,Trust Consortium,Chief Privacy Officer,Chief Brand Safety Officer,TAGCompliance Officer,Taskforces and dedicated roles focused on solutions,Scales tipping back toward consumers rights,Consumers rights to share or withhold data online,Ad platforms selling increasingly personalized targeting,TRUST,TIME TO TAKE A DEEPER LOOK,Media decision-makers through a more human lens:,Examining personal vs. professional usage and perceptions,FieldedMarch 2019,Respondent Qualification: 100% involved in media brand selection decisions,201interviews conducted,87%,29%,31%,79% 81%,81%,75% 73%60% 58%52% 50%41% 42%,36%,35% 34%,30%,Facebook,Google,YouTube,Instagram,Twitter,Yahoo/AOL properties,Bing,Snapchat,Pinterest,Notable Correlation between Personal and Professional Use of platforms,Platforms/sites Personally used on a regular basis (last 3 mo.),Companies Currently Using for Paid Advertising (Professional),March 2019Sorted in order of Paid Advertising Usage,Advertisers are concerned about negative risks associated with their,personal use of platforms,Average Level of Concern with Negative Risks associated with Personally Using Platforms/Companies (across all brands measured),20%,Little-to-No Concern,35%45%Some Concern,Highly Concerned,36%,Percent of advertisers that reported decreased personal,social media usage in Q1 2019,39%,51%,34%,54%,Data and privacy concerns among top reasons for decline in,personal social media usage and growing in importance,Concerns over the security of my personal information,Concerns over how personal data is being used/shared,Reasons for Declining Social Media Usage,March 2019,March 2019,October 2018,October 2018,Despite my own curbing of social media usage, it still remains a great way to get client results.,- Agency VP,But professional decision-making impact to date has been minimal,Begging the question:,of advertisers hold divergent perceptions personally vs. professionallyof one or more of the media brands they use,of large ad platforms advertisers(who are also personal users of that brand)have either expressed misgivings about personal usage risks and/or decreased personal usage of those same brands,Are advertisers operating in a state of Cognitive Dissonance?,72%,57%,*on average,Another case in point: they are of 2 minds about mobile device tracking,Personally I want to protect my PII. Professionally, I want to use as much information for targeting as possible- Agency Director,40%of advertisers think that it is“extremely important” to be able to track users via their mobile device ID,43%of advertisers are“very concerned”about privacy issues related to tracking users via their mobile device IDs,Reasons for Maintaining/Increasing Spending with brands (Professionally)while Decreasing Personal Use &/or Concerns over Handling Data Privacy,How do advertisers reconcile that dissonance?,Results will drive the train, and preferences will have to takea back seat.,- Marketer Manager,What Advertisers Say:Professional decision-making is all about Audience Data and Ad Results not personal preferences,So thats their story, and theyre sticking to it. but will they continue to?,Importance of trust-related attributes in advertising investment decisions,73%,8%,Advertisers currently evaluating companies based on Trust-related attributes,Will incorporate Trust-related evaluation criteria in next 6 months,No plans to consider Trust-related criteria19%,We tend to focus more on the possibilities and what we can doversus the responsibilities, what we should do.,Rik VanderkooiIAB Chairman & Corp. VP of Microsoft Advertising at IAB Annual Leadership MeetingFebruary 2019,New paradigms for measuring brand and business success,viewing peoplenot just as consumers but as citizens first,TRUST,THE ADVERTISER PERCEPTIONS,INDEX,24%,18%,17%,13%,11%,11%,7%,Relative importance of Trust for advertising partners,Performance/ ROAS,Ensures brand safety,Safeguards user data privacy,Embraces transparency,Overall reputation of media company,Emerging marketing solutions,Contributes to a healthy competitive media ecosystem,Trust-related attributeCapability/Performance-related attribute,Overview of Advertising Trust Index and Advertising Risk Index,TRUST INDEX,RISK INDEX,Average Rating of Media/Advertising Companies along Spectrum of Agreement with Statement,Average 0.06,Has a negative impact on society,Has a positive impact on society,Considers people as potential consumers to generate revenue,Considers people as citizens and human beings first,-3,+3,Media companies have room for improvement for societal leadership,-3,+3,Average 1.05,TRUST,A ROADMAP FOR IMPROVING,ADVERTISER,IN YOUR BRAND,Top Ways Media Companies Should be ,Securing Brand Safetyand Adjacency for Advertisers,Fighting Ad Fraud (Invalid Traffic),Safeguarding Consumer Data Privacy,Top Ways Media Companies Should be ,Most Important Thing Media Companies Can do to Safeguard,Provide strict guidelines and policies on how they collect, share, and use data.There is a lot of ambiguity on how our partners are transacting on 1P and 3P data.,- Agency Director,Consumer Privacy While Offering Advanced Targeting CapabilitiesHire the BEST people to handle this issue.Be accountable as a whole company.,- Agency Director,Advertisers think Media Companies bear the most responsibility,but have the most room for improvement,Most Responsible for Ensuring Consumer Data Privacy Is Reasonably Protected in the Context of Highly Personalized Targeting,How well category balancing consumer data privacy with highly targeted advertisingPositive (6-7/7)Moderate (3-5/7)Negative (1-2/7),TRUST,WHERE DO WE GO FROM HERE?Ongoing focusValuing Trust as a KPIContinuing the conversation,Thank you,