March 17, 2017 Last Updated 7:50 am

ANA calls on ‘walled garden’ digital ad platforms to allow independent audits by Media Rating Council

The Association of National Advertisers (ANA) today on “walled garden” digital advertising platforms, such as Amazon, Foursquare, Instagram, LinkedIn, Pinterest, Snapchat, and Twitter, to allow independent audits by the Media Rating Council.

“In an era of concerns about transparency in the advertising supply chain, independent audits of the large digital enterprises by the MRC are very positive developments,” the ANA said in a statement. “Furthermore, it’s clear from the ANA survey that there is overwhelming support from client-side marketers for independent audits by the Media Rating Council.”

In a survey of attendees of the just-completed ANA Media Conference, members were asked about their opinions of so-called “walled garden” platforms – that is, those environments were “control over applications, content, and media, and restricts convenient access to non-approved applications or content.”

The results: Eighty-nine percent of respondents view these developments as positive for the advertising industry — 57 percent very positive and 32 percent moderately positive. Meanwhile, 8 percent were neutral, 3 percent were moderately negative, and no one was very negative. One hundred thirteen (113) ANA members responded.

The term “walled garden” is increasingly being used to refer to social media players such as Facebook, but just a few years ago it was used to describe the environment that was set up by Apple and its App Store. Publishers complained that they were not receiving much information about their own readers, and the team behind the App Store were walled off from content partners (it still is).

In its statement, the ANA said that both Facebook and Google’s YouTube had taken steps in the right direction.

“The ANA applauds the recent announcements of Face- book and YouTube. We would appreciate both companies keeping the marketing community fully informed of their plans and timetables,” the ANA said.

“Meanwhile, there are other large digital enterprises — i.e., walled gardens — which have not yet undergone (or announced support for) independent audits by the Media Rating Council. These include Amazon, Foursquare, Instagram, LinkedIn, Pinterest, Snapchat, and Twitter. The ANA calls on these organizations to embrace transparency and “break down their walled gardens” by allowing independent audits by the Media Rating Council.”

Comments are closed.