"Goal is to ensure a sustainable future of digital media for businesses and consumers
Governing group of industry leaders includes WFA alongside the 4A’s, ANA, IAB, IAB Tech Lab, NAI, P&G, Unilever, Ford, GM, IBM, NBCUniversal, IPG, Publicis, Adobe, LiveRamp, MediaMath, The Trade Desk.
Leading trade associations and companies representing every sector of the global advertising industry today joined together to launch the Partnership for Responsible Addressable Media, an initiative to advance and protect critical functionalities like customization and analytics for digital media and advertising, while safeguarding privacy and improving the consumer experience. The governing group of the Partnership will include the most influential organizations in advertising:
Trade bodies: 4A’s, Association of National Advertisers/ANA, Interactive Advertising Bureau, IAB Tech Lab, Network Advertising Initiative, World Federation of Advertisers
Advertisers: Ford, General Motors, IBM, Procter & Gamble, Unilever
Agencies: UM (an IPG Mediabrands company), Publicis Media
Publishers: NBCUniversal
Ad Tech/Martech: Adobe, LiveRamp, MediaMath, The Trade Desk
To develop those new standards, the Partnership will convene four working groups of industry stakeholders to shape different elements of the initiative:
Business Practices;
Technical Standards (which will continue the work of an IAB Tech Lab group launched in March);
Privacy, Policy, and Legal Considerations; and
Communications & Education.
The working groups will engage participants from across the digital advertising ecosystem and around the world to develop consensus-based standards, technologies, and policies.
The Partnership will be led by the ANA’s Bill Tucker as Executive Director, ensuring the effort has a core focus on marketer needs. Tucker will continue to serve as Group EVP at the ANA, leading its Data, Technology, and Measurement Practices. In the past, he also held top positions at the 4A’s and Starcom Mediavest. Industry veteran Michael Donnelly will take a key role on the Partnership team, bringing experience from senior marketing roles at Mastercard, Coca-Cola, and Johnson & Johnson. ..."
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