Digital Advertising is a complex process that involves a number of intermediary players. It is an open web process so the subject of transparency cannot be ignored. Ad-supported content might be risky according to other people’s perceptions if they won’t make them confident.
Mission: Ad-supported content is transparent and to ensure that the people all around the world can continue to access without any second thought.
According to the Internet Advertising Bureau (IAB) speech, “come to its senses”. There was no advantage in a “complicated, non-transparent, inefficient…supply chain”. The Advertising that must be gloomy at best and fraudulent at worst.
Why do we need transparency?
1. Cost and Inventory: There are so many reasons for the maintenance of transparency but the most important is cost and inventory. The advertiser must know about the facts that where are the banners served? Where your money is spent in the ad chain? Without this, the Advertiser cannot finalize the budget and cannot make well-founded decisions.
2. Complex: The web ecosystem is complex as it includes users, publishers, advertisers, groups, regulatory bodies, technology, service providers, etc.
3. Cookie blocking: Individual browsers try to block cookies for ads personalization would affect two accounts.
· PUBLISHER: Blocking cookies will affect the publishers’ revenue. For a fraction of traffic over 500 largest Google ad managers globally earn revenue through cookies analysis. Blocking them leads to a 52% drop down in revenue.
· Adoption of Fingerprinting: Fingerprinting is an opaque tracking technique that the industry would use due to broad cookie restriction. It is a step back in users’ privacy.
New privacy Standards for the web:
Chrome shared a number of preliminary proposals in the areas of conversion measurement, fraud protection, and audience selection to web standard community. Chrome also shared an update for better user privacy which is also an anti-fingerprinting technique.
The goal is to promote better user privacy along with publishers can earn what they need to fund great content and advertiser can deliver relevant ads to the right people. They can also measure the success of their changes.
Transparency Enhancing Advertisements (TREADS) are the targeted advertisements in which advertiser reveals the information about their target. This can be either attribute-based targeting or PII based targeting or Activity based targeting. This information can be directly given to the user via content, image or any other multimedia content. It can also be mentioned on the landing pages which are linked with the data. This information may be present in a readable way or maybe in encoded means. Each tread will give a bit of information to the user. Users see these treads while browsing normally and can save these using extensions.
The transparency provider simply targets all the users in the country which might be undesirable by some users. So, it’s good to target a set of some users who sign up for providers transparency service.
USER CONTROL AND AD TRANSPARENCY:
Chrome explores new technologies for the web to increase the transparency of digital ads and offer the user more control. Chrome starts listening to feedback from users and partners and provides people more visibility and control of the data used for advertising. Then the feedback will be shared with industry and stakeholder groups. Google is committed to partnering with others to raise the bar of how data is collected and used to provide full transparency. This is the way to provide more transparency, more privacy-focused experiences along with the requirements of publishers and advertisers to ensure free content on the web.