Case Scrutinize: How Dentsu is pushing advertisers to embody designate integrity

For years, designate security has been a mounting predicament for marketers cautious about media placements and showing alongside direct that might perchance well negatively non-public an affect on their brands. 

Lately, that dialog has reached a crescendo with maintaining company Dentsu at the helm, developing instruments and a brand new enviornment of requirements to push the replace previous quickly and uncomplicated designate security fixes into a brand new long bustle solution: designate integrity.

“We wanted to show our purchasers that we’re about more than simply contextual designate security,” said Olga O’Donnell, head of Dentsu global’s newly launched designate security team, who spoke at Digiday’s Media Shopping Summit (DMBS).

Dentsu’s Mission: Create a designate security team that might perchance well form out ‘designate integrity’


Why now?

Payment security used to be already a hot subject, high of mind for rather a lot of marketers as more players entered the digital media enviornment. In years prior, O’Donnell says, brands had been complacent, with advertisements showing beside questionable or inappropriate direct. Purchasers deemed designate security and fraud security as “tactical and remedial,” she said.

That has instant changed since closing year’s global pandemic and social justice movements pushed adland into accountability.

“Many brands at the moment are wanting inwardly to reconfirm and reassess their core values,” O’Donnell said. “Now, brands desire to invest with partners that observe and increase their values. They want to be more aware — now not easiest on what they don’t desire to increase, but specifically who they in point of fact desire to increase with investments.”


How used to be it performed?

What Dentsu’s designate security team has performed is taken a loose company-by-company manner and created an company level designate assurance framework, per O’Donnell.

“As well to easiest practices for advert verification, we also advocate for the promotion of looking to acquire strategies that align funding with top rate vetted environments for better replace outcomes,” she said.

That’s to now not declare that the maintaining company takes a one-dimension-fits-all manner. There’s flexibility at the customer team level, in collaboration with the customer, by which Dentsu leverages ongoing team communication, knowledge sharing and crisis administration, she said all over the summit. 

The work happens in partnership with the World Alliance for Responsible Media (GARM), which launched in 2019 to address the subject of inappropriate direct on digital media platforms and its monetization thru marketing and marketing, per the GARM web site.

“Essentially, it’s a centralized collection of easiest practices for digital advert security to be capable to bring price,” she said. “It’s a strategic manner to digital advert security that ensures a baseline of consistency.”



Globally, Dentsu purchasers are actively leaning into the root of designate name security, per O’Donnell, who famed that in gentle of 2020, brands are desirous to be more purposeful about who and what their advert greenbacks are funding.

“Now we non-public rather a lot of division and discord in our society, and patrons ask brands to non-public a stammer,” she said. “So brands want to assess their company and proper values, and the intention these values translate into their funding formulation.”



“We in point of fact factor in that a dialog across the complications with designate security in point of fact wishes to be occurring in every single enviornment. It has to occur internally, it has to occur with partners and the replace overall,” she said.


Where affect you scuttle from right here?

In step with O’Donnell, it’ll comprise stop an replace-vast effort and all fingers on deck manner to get a framework that’ll stick because the digital media panorama continues to assassinate bigger.

“Payment assurance formulation is now not enviornment it and neglect it,” she said. “It requires constant reevaluation and iteration. And it requires the total contributors within the ecosystem to affect that together.”

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