ANA calls for independent audit of ads in the’ walled gardens’

All awalled gardensa need some windows.

Thatas the essential message from the Association of National Advertisers( ANA ), which today issued a call for independent audit in the awalled gardena advertising platforms of Amazon, Foursquare, LinkedIn, Pinterest, Snapchat and Twitter.

Facebook, Instagram and Googleas YouTube are not on the list, since they are committed last month to independent audits by the Media Rating Council, which would also conduct the audits requested by the ANA.

ANA issued the call following a survey of its 89 member organisations, with nearly 90 percent supporting the Facebook/ Instagram and YouTube commitments as avery positivea or amoderately positive.a

As defined by the ANA, a walled garden is aa platform where the carrier or service provider has control over applications, content, and media, and restricts convenient access to non-approved applications or content.a

Transparency has become a huge issue in the digital advertising industry, which is been hit by complex technology and transactions that are often conducted inside concealed surroundings. Facebook and Twitter, for example, A have acknowledged erroneous advertising reports.

ANA noted that membersa reasons included the need for metrics to be validated by a third party and not be self-reported, and the need to develop some consistency in metrics across platforms.

Read more: marketingland.com

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