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Building Trust 1 October 2017

Advertising & Content Integrity

The Ad & Content Integrity working group helps identify risks to the interactive advertising and content publishing ecosystems and facilitates the development and adoption of best practices identified via a multi-stakeholder process.  Key areas of concern include the evolving use of native advertising; rapid rise in malicious ads (“malvertising”); failure to honor DNT settings and widespread use of tracking for data sharing; and increasing levels of click-fraud in the ad ecosystem. 

Read OTA’s Vision for Trustworthy Advertising

While the online ad environment has become increasingly complex, publishers are facing rising economic pressures. Meanwhile, users have become increasingly concerned about privacy, security and the overall online experience. They lack controls over the tracking and collection of their data, and find their online experience degraded. The combined impact has been a fierce backlash in the form of ad blocking, which in turn has triggered an arms race of blocking the blockers. This shows the problem in stark relief: a clear consumer reaction against an ad environment that has gone too far, versus the deep and critical need for publishers to remain economically viable.

Together, these issues threaten to erode consumer trust, undermining online innovation and long-term sustainable revenue streams which keep online content and related services accessible to everyone. OTA embraces an ad-supported internet along with a positive consumer experience and calls for industry commitment to best practices that put the consumer experience first.

See the Committees page to join the working group (OTA members only)


MediaPost The Reckoning: Trust, Transparency, Science and Accountability (January 19, 2016)

DNT blog (September 2014)

ANA Media Transparency Report  (July 18, 2016)

U.S. Senate Report on the Security & Privacy Risks from Online Ads (May 14, 2014)

U.S Senate Hearing Video & Testimonies (May 15, 2014)

OTA Response to Senate Inquiry – Market Incentives, Regulation, Data Sharing & Collaboration with Law Enforcement (June 18, 2014)

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