AP-广告业的信任报告（英文）-2019.5-38页_4mb

ADVERTISER PERCEPTIONS SUMMARY

Core Content

This document outlines the current state of advertiser trust in the digital advertising ecosystem, highlighting the growing concerns about brand safety, ad fraud, and data mismanagement. It also discusses the disconnect between personal and professional perceptions of media platforms and the need for transparency and accountability from media companies.

Main Points

Advertiser Perceptions Overview

• Advertisers are increasingly concerned about the risks associated with their personal use of digital platforms, but professional decision-making remains focused on audience data and ad results.
• Cognitive dissonance is a key issue, with 72% of advertisers holding divergent views on media brands both personally and professionally.
• A significant portion (57%) of large ad platform advertisers have misgivings about the risks of personal platform use and have decreased their personal usage of those platforms.

Key Trust-Related Issues

1. Brand Safety: Concerns about unsafe brand adjacency and content surrounding ads.
2. Ad Fraud: Risks of invalid traffic and the need for detection tools.
3. Data Mismanagement: Issues related to privacy, data usage, and transparency.

Advertiser Priorities

• Professional decision-making prioritizes ad results and audience data over personal preferences.
• Advertisers maintain or increase spending on platforms despite personal concerns, due to their effectiveness in achieving marketing goals.

Key Information

Advertiser Perceptions by the Numbers

• 16 years of historical data on what advertisers think.
• 65 studies conducted annually, covering U.S. and Global markets.
• 700 companies continuously measured across digital, television, radio, print, agencies, and ad tech.
• 85 clients, including traditional media and emerging ad tech.
• 300 presentations delivered annually, sparking active dialogues on key issues.

Advertiser Concerns

• 43% of advertisers are very concerned about privacy issues related to mobile device ID tracking.
• 40% of advertisers consider tracking via mobile device ID as extremely important for targeting.
• Personal vs. professional usage shows a clear disconnect, with many advertisers protecting their PII personally but using data for targeting professionally.

Industry Response

• Industry task forces and new organizational roles are being formed to address trust issues.
• There is a call for more transparency, better data security, and corporate alignment with privacy regulations such as GDPR.

Recommendations for Media Companies

• Secure brand safety through third-party verification tools and human oversight.
• Fight ad fraud using AI/Machine Learning to detect patterns.
• Safeguard consumer data with more transparency, improved security, and opt-in policies for personalized targeting.
• Balance data privacy with targeting capabilities by hiring the best people and implementing strict guidelines.

Advertiser Quotes

• "Results will drive the train, and preferences will have to take a back seat." – Marketer Manager
• "I keep personal and professional decision-making completely separate." – Marketer Manager
• "We tend to focus more on the possibilities and what we can do versus the responsibilities, what we should do." – Agency Director
• "Hire the BEST people to handle this issue. Be accountable as a whole company." – Agency Director

Trust Index and Risk Index

• The Trust Index measures how well media companies balance consumer data privacy with targeting capabilities.
• The Risk Index highlights areas where trust is at risk, such as unsafe brand adjacency, violations of data usage guidelines, and supporting harmful activities.

Future Outlook

• Advertisers are open to incorporating trust-related criteria into their evaluations in the next 6 months.
• Ongoing focus, valuing trust as a KPI, and continuing the conversation are suggested as steps toward improving trust in the advertising industry.

Conclusion

The document underscores the need for greater transparency, accountability, and ethical practices from media companies to align with advertiser expectations and consumer concerns. It highlights the importance of balancing innovation with responsibility to build and maintain trust in the advertising ecosystem.