Concerns are rising around ad fraud and non-human traffic for both marketers and agencies, says 2019 AMAA Media Trust Report

The Audited Media Association of Australia’s (AMAA) Media Trust report for 2019 has shown that both ad fraud and non-human traffic are still the biggest concerns among marketers and agencies.

67% of marketers named the two as their main concern, while 72% of agency respondents answered the same. Social media was the top channel that responders felt most needed help to build trust.

AMAA Trust Report 2019 – Which advertising media needs oversight?
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42% of those responding to the report were senior execs, including c-suite, GMs or MDs, all working inside the digital realm.

AMAA CEO Josanne Ryan said the report showed some improvements, but highlighted there were areas that need attention.

“A more trusted environment is better for marketers, agencies and consumers which is why accountability and transparency is vital to the media and ad trading ecosystem,” said Ryan.

“While it’s great to see some year-on-year improvements, there is clearly more work that needs to be done.”

AMAA Trust Report 219 – Which social media platforms need most oversight?  [Click to enlarge]

“Programmatic is maturing and innovations such as ads.txt are working to build confidence, but as programmatic advances into above-the-line channels such as TV and out of home, there are concerns about more oversight being needed,” said Ryan.

Overall, the industry’s audience metric providers have seen trust improve since 2016, with Nielsen and OzTAM leading the curve. The top trio of factors that are viewed as building trust in audience metrics include transparency regarding data collection (71%); a layer of independent verification and audit (58%;) and a robust and comprehensive methodology (55%).

AMAA 2019 Trust Report – measurement providers
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“It begs the question as to why, when we know that compliance layers work to build trust and reduce risk, we shy away from incorporating this into the industry frameworks,” Ryan said.

Respondents were asked about the ACCC Digital Platforms Inquiry Preliminary Report and agreed with the need for greater oversight of Google and Facebook, privacy law changes and more transparency in how digital ads are traded.

AMAA 2019 Trust Report – ACCC recommendations
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