In what has been a tough year or so for the adtech industry, dealing with the heavy dual-impact of a catastrophic hit to advertising budgets in light of the COVID-19 pandemic, as well as the looming deprecation of third party cookies across all major browsers; ensuring transparency and, crucially, “quality” across the supply chain has never been more important.
As the IAB Europe published its "Guide to Quality" this month, over on the Cookie Jar, we have taken a look at what quality means in this context - both in terms of ad inventory and ads themselves - and whether the interests of publishers and advertisers are really that opposed.
For more adtech related articles, check out the adtech page of our Cookie Jar Tech Hub. You can also access our practical guide on ad buying here which forms part of our wider practical adtech guide series.
As summarised in the Guide, there are various components to quality, and the priority of these will vary depending on each stakeholder. The guide looks at what makes a quality campaign from both a brand’s and consumer’s perspective by detailing best practices and practical examples for viewability, brand safety and suitability, ad fraud, campaign creativity and privacy and consent. The guide is a call for action that Quality is something that all stakeholders have to strive for. The guide starts by defining what quality is and details how it can be achieved.