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US Multi-State Privacy Laws

June 29, 2023 — by Fiona Campbell-Webster

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In January we shared a blog post with recommendations on how to prepare in 2023 to comply with five US Multi-State privacy laws in California as amended by CPRA, Virginia, Connecticut, Colorado and Utah. As a reminder, the enforcement date of several of these laws is 1 July 2023. This blog post is a brief practical check list for our clients to help support your compliance efforts. Please also refer to the January blog post for background on what we recommended clients should do in preparation. “What’s needed now, next and later for clients to prepare for global digital advertising privacy compliance starting January 2023”

Practical check list for our clients:

  • Have you updated your privacy policies to consumers on your sites to provide Do Not Sell/Share My Personal Information (DNSS) opt-out notices?
  • Have you implemented opt-out mechanisms to be able to send DNSS opt-out signals to MediaMath when a consumer opt-out of selling/sharing on your site?
  • Have you implemented Global Privacy Controls (GPC) on your site as required under California?
  • Have you updated your privacy policies to consumers on your sites to provide opt-out of sharing for targeted advertising notices for consumer rights under Virginia, Colorado, Connecticut and Utah?
  • Do you have an opt-out of sharing for targeted advertising mechanism for consumer rights under Virginia, Colorado, Connecticut and Utah?
  • Will your opt-out signals be integrated with the IAB Tech Lab’s Global Privacy Platform (GPP)? One Trust for example is integrated with GPP.
  • Have you reviewed the new and updated Schedule B to your MSA for US Multi-State privacy laws? These Schedule B terms are also located in our User Policy which forms part of your agreement.
  • MediaMath will be a participant and signatory to IAB US Multi-State Privacy Agreement. As a 1st party Business, under CCPA as amended by CPRA, will you be signing up to the IAB US Multi-State Privacy Agreement? Here is the Advertiser’s Guide to the MSPA

Please reach out to your MediaMath representative if you have any questions regarding the above.

Disclaimer: Please note this blog post is not intended as legal advice and you should consult your own legal advisors on your company’s legal and technical compliance requirements.

Uncategorized

IAB Public Policy & Legal Summit – Key Takeaways

April 11, 2023 — by Fiona Campbell-Webster

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At the beginning of April, I joined panel experts at IAB’s Public Policy & Legal Summit in Washington to talk Privacy Issues in CTV Advertising. Here are my key takeaways: 

There is an opportunity now as an industry to lean in to end to end collaboration for CTV/OTT privacy compliance and build a better consumer experience. 

To increase trust and transparency for the consumer as we consider how to streamline the user CTV/OTT viewing experience, we also need to build in, using privacy by design upfront, an understandable, easy to engage and simple to use, consumer experience for the consumer’s rights of notice and choice in this currently budding complex CTV/OTT environment. Sounds simple – but this is not an easy task. Commonalities for interoperability between different CTV/OTT systems need to be developed both for ease of use and streamlined transactional capabilities for businesses. Elimination of current unnecessary high technical costs and most importantly simplifying the complexity of the consumer journey for privacy, will help enable better consumer viewing, measurement, frequency capping and attribution.  

The IAB have been hard at work along with its members developing guidance, contracts and technical solutions to get the ball rolling. Here are some great resources from them to get you all started and to accelerate this work. The time to get started is now! 

Tips to get started: 

This is really complex – where do I start? First, read this whitepaper carefully it also has some great diagrams: IAB Project Crosswalk White Paper. It includes CTV/OTT Data Flows diagrams that identify complex sharing of data that is personally identifiable information in the ecosystem including from Smart TVs and OEMs to the CTV/Ott App/Publisher. 

There are new requirements for practical due diligence on ecosystem partners and vendors from US Multi-State laws to do more than just contractual reps and warranties. There are some great vendors that can help you with this work. Check out the recent collaboration between SafeGuard Privacy and the NAI for vendor management solutions. 

Make sure you know what you are collecting and processing and who has access to user data on your site. Read this article on AdExchanger to help you understand the broadening regulator approaches towards the use of pixels.  

Contractual and Technical Compliance go hand in hand. Sign up to participate in a contractual end to end solution from IAB and make sure you implement for the sharing of technical solutions. This is publisher, advertiser, intermediaries and vendor focused, so it includes everyone, and it needs everyone to achieve full end to end compliance. 

Sign up to the IAB Multi-State Privacy Agreement (MSPA) here. 

Get the Global Privacy Platform (GPP) technical integrations in place to ensure you can pass the signals before 1 July 2023. Find out more here.  

Finally, add some privacy icing on the cake! Think about what else can be done as a good player and partner in the privacy CTV/OTT ecosystem. 

Do a little bit more to move from reactive compliance to actively partnering with privacy first opportunities to create a consumer first privacy first beginning to the end and back again pathway. 

MediaMath is doing more with our focus on Trust and Transparency to help ensure that quality inventory is consumer first and privacy first by identifying privacy scored inventory through our partnership with Sourcepoint. Read more here. 

DIGITAL MARKETINGPROGRAMMATICTransparencyUncategorized

MediaMath Achieves Platinum Status with TAG

March 31, 2023 — by Justin Adler-Swanberg

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MediaMath is now Platinum Certified, having obtained certification in all three of the current major TAG programs, the TAG Certified Against Malware seal, the TAG Brand Safety Certification, and, for the first time, the TAG Certified Against Fraud seal.

Earlier this month, MediaMath was awarded Platinum status with the Trustworthy Accountability Group (TAG). TAG is our industry’s leading self-regulatory body focused on programs and certifications that demonstrate a commitment to high standards to protect the entire advertising supply chain, from buyers, through platforms and supply sources, all the way to the end users. In order to achieve Platinum status, MediaMath has obtained certification in all three of the current major TAG programs, the TAG Certified Against Malware seal, the TAG Brand Safety Certification, and, for the first time, the TAG Certified Against Fraud seal. We have done this all through independent validation by an outside auditor. MediaMath joins a select group of companies that represents an elite fraction of TAG’s total membership (the full list can be seen here: https://www.tagtoday.net/certifications/platinum-status). This accomplishment would not be possible without the efforts of MediaMath team members across the organization, and it demonstrates MediaMath’s adherence to the highest industry quality standards. 

Each of the TAG certifications contains within itself specific rigorous requirements that an organization must follow to be compliant. For example, the Brand Safety Certification requires that we have in place tools and policies designed to monitor, detect, and minimize ad misplacement based on Brand Safety and Piracy concerns. The Certified Against Malware seal demands that we have effective malware and malvertising filtration tools to protect our supply partners and especially the consumers whom we serve from the threat posed by malware and malvertising, as well as processes and policies to escalate and review any instances that may occur. While the importance of malware and malvertising protections may not always seem clear from the buy side, in fact these protections are critical for our industry to maintain its positive relationship with consumers, since malware and malvertising represent direct threats to end users’ devices and data. The Certified Against Fraud seal similarly requires that we implement various threat filtration tools for domains, apps, and IPs, as well as work with a TAG-accepted Invalid Traffic (IVT) filtration solution across our network. In our case, this is our MRC-accredited IVT detection and filtration partner HUMAN. Additionally, the certification requires the use of standard supply chain transparency tools and follow the money solutions such as ads.txt and supply chain object. These tools help ensure that our client’s media investments are safe from fraud. 

These are only a few of the major requirements for each of the certifications. The full details are much more involved, and by employing an outside auditor for independent validation of our efforts, we have demonstrated a high degree of objective adherence to these standards. MediaMath has been a longtime member of TAG, and an active participant in all TAG working groups. We have long been committed to delivering a high-quality ad ecosystem in order to provide the best service to our clients and maximize their return on investment. Our TAG certifications represent the fruit of our ongoing efforts, and our firm stance on consistently working to ensure that the supply chain remains secure. Our clients can trust that they will continue to be able to deliver the right ad message, at the right time, to the right person in a brand safe and suitable way that avoids ad fraud and delivers ads in a way that keeps the end user safe from the effects of malware and malvertising. Our newfound TAG Platinum status is the external proof and affirmation of this commitment. 

Uncategorized

What Can Your Brand Do to Be More Sustainable?

February 27, 2023 — by MediaMath

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More than ever, consumers want to do business with brands that care about the environment. Consider that:
 

  • Over 65% of consumers say they want to do business with brands that are environmentally friendly and are working to minimize their harm to the environment. 
  • The majority of consumers also note they would switch brands if they didn’t feel the company was investing in sustainable business practices. 

While it may seem like a daunting initiative, there are steps your brand can start taking to be more sustainable and, as a result, boost customer loyalty.
 

Learn more about sustainability  

The first and easiest step to take is educating your company on its environmental impact.
Whether your company has already started making adjustments to achieve a carbon-neutral output or you’re just getting started, educating your team on the carbon footprint of advertising activities will generate conversation and help you commit to developing a sustainable advertising plan for your business. Some resources for you include:  

It’s worth noting that “greenwashing,” the act of overstating your commitment to eco-friendly activities, is not acceptable to consumers, especially younger ones like Gen Z. If your company isn’t ready to put a climate advertising action plan in place, be transparent with consumers and only commit to actions that are reasonable for your business. 

Measure your carbon impact  

Understanding your carbon impact is an important step in the process of planning and optimizing for sustainability in your advertising activities. Talk to your current measurement partners about how you can incorporate carbon measures into your existing measurement solutions or discuss options offered through MediaMath ecosystem partners like Scope3, DoubleVerify and Good-Loop. Performing a CO2 asset review using the Good-Loop carbon calculator for recent and active campaigns can help you quantify a portion of the carbon footprint of your typical advertising activities to use as a benchmark in measuring the success of your sustainable advertising action plan.   

Plan and optimize for sustainability 

The three Rs of recycling—reduce, reuse, and recycle—are great guidelines to bring into your media-buying activities to help your brand take demonstrable steps toward reducing the carbon emissions generated. When possible, seek low-carbon ad opportunities. Keep in mind that an improved win rate not only helps your bottom line through more efficient media buying and better business results, but it also means less waste in the digital ecosystem.   

Some tips: 

  • Curate your supply paths with your demand partners, using solutions like the supply path manager in the MediaMath Platform to find the most efficient path for your creatives to be placed on sites and apps.  
  • Include inventory marketplaces that offer carbon offset programs on your media buys like the MediaMath Green Marketplace so that you can ensure your digital advertising activities negate the carbon footprint they generate.  
  • Consider all aspects of the targeting you apply to your media buys, avoiding wasteful, non-viewable, impression delivery to consumers that aren’t in your intended audience. 
  • Use standard IAB ad units, which require less carbon to produce and deliver to consumers, and consider finding new ways to develop high-impact creative concepts that yield carbon-neutral footprints. Consider lower-carbon creative units like native text ads that remove the need to produce and deliver weightier assets, and recycle creatives instead of producing new ones.
     

Rethink content and messaging  

Consider a change of focus in ad content toward sales models and messages that promote sustainability in the choice of products promoted and the copy used for promotion. Consumers care about the sustainability of the products they buy, with more than 75% indicating they are trying to make more sustainable choices in their day-to-day lives.
 

A CPG brand was able to yield a 45% increase in purchase intent through creative aimed at social impact engagement. The brand saw over 32,000 individual donation activities, contributing to a total donation amount of $22,000.
 

Consider the impact of event participation  

In-person events are back after COVID cancelled or converted many to virtual gatherings. While so many of us are excited to network, meet partners and strike deals face-to-face again, remember that there’s a carbon footprint associated both with the events themselves and the emissions derived from all the associated travel.  

You can make smarter choices to reduce the impact of events or to enhance their contribution to sustainability. Consider more easily accessible travel destinations, reducing the number of traveling participants to the essential personnel or offering virtual options. Add sustainability topics to the agenda (if you’re running the event) or submit presentations, panels and fireside chats focused on the environment (if you’re a sponsor).  

We hope that this series has shed more light on the impact digital advertising has on the environment and how all players in the ecosystem can work together to reduce it. Don’t forget to download our whitepaper POV: Sustainability in Advertising for more detail on the causes and solutions to one of the most pressing world issues we face.  

PrivacyUncategorized

Horizon Scanning for 2023 – the European and U.K privacy landscape for AdTech

February 21, 2023 — by James Kerr

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Judging by the flurry of events at the end of 2022 and at the start of the new year, 2023 is going to be yet another watershed year for privacy law. In this update we recap on what has happened in the last couple of months and scan the horizon in preparation to meet the challenges ahead.

Europe

IAB Transparency and Consent Framework (TCF)

A great place to start and let’s do that with a recap, as much has happened. In January this year, the Belgian APD surprisingly “validated” the IAB’s compliance plan to remedy deficiencies in the TCF’s alignment with GDPR. Good news, yes – and you can read our blog post on the topic here.

There remain however fundamental open points such as the IAB’s regulatory standing under GDPR in administering the TCF. Controller? Processor? Neither? TBD, and is to be determined by Europe’s supreme court, the CJEU. That process takes time and will not be resolved prior to the cessation of the remediation period granted by the Belgian APD which expires 11 July 2023.

The IAB have therefore sought certain “interim measures”, making the following comment:

“This formal request turned out to be indispensable as the APD has not shown any clear willingness to engage in dialogue with IAB Europe following its decision, and seems unlikely to provide guidance between now and 11th July 2023.”

Determination of the open points will be welcomed by all TCF participants. The IAB’s remediation plan is materially contingent on which side the CJEU lands, but the steps that need to be taken are not just with the IAB, but all vendors, CMPs and publishers. As Townsend Feehan, IAB Europe CEO, notes:

“Companies will have wasted resources and made changes to their business practices, while consumers will be negatively impacted and misled through multiple adjustments.”

Indeed. Let’s all hope for the “serene completion of the remaining legal proceedings”. IAB’s press release in full is here.

EU-US Data Privacy Framework (DPF) – International Data Transfers

Members of the European Parliament (MEPs) are against the European Commission (EC) granting an adequacy decision to the US based on the proposed DPF. The basis for the objection is the same as has always been, that the DPF “fails to create actual equivalence in the level of protection” mandated under GDPR. The EDPB very likely share the same concerns (as do NOYB, naturally).

This is a tough one to square the circle on. The European Parliament Committee on Civil Liberties have stated that the EC should only consider adequacy when “meaningful reforms were introduced, in particular for national security and intelligence purposes” by the US. In times of such geopolitical unrest, it is difficult to envisage an appetite for reform. However, there are certain aspects which are in the control of lawmakers and offer hope, such as a federal law on privacy in the US. The susceptibility of change to an executive order does not instil great confidence, but there have been advances in what is deemed proportionate when it comes to accessing personal data which are set out in the executive order, albeit not in consumer-friendly language.

The EC are not bound to follow the advice of the MEPs, and it is still likely that adequacy will be granted – but as was the case with Privacy Shield, where there is not consensus there remains the possibility of legal challenge. The stand-off cannot continue indefinitely, as industry certainly has not stood still. Jetty Tielemans, Senior Westin Fellow at the International Association of Privacy Professionals (IAPP) sums it up well:

“The current impasse on transfers of personal data from the EU to the US is one of the top concerns of many economic operators, on both sides of the Atlantic Ocean. This situation simply must be resolved.”

Some useful links to get more detail: great resources from the IAPP on the EU-US DPF here, and the Draft Motion for Resolution issued by the Committee on Civil Liberties here (it is only 6 pages long, worth a read).

UK

Adequacy Decisions

Yes, more of those adequacy decisions. The US is not the only country vying to be deemed adequate by the EC – the UK is also hopeful of joining the club. The EC published a draft adequacy decision at the end of 2022, and we now await feedback on the draft decision from MEPs and the EDPB. Their input will likely be more favourable than the US decision, but may not be the case for NOYB given the UK’s divergence from Europe on some fundamental privacy matters.

The UK however is pressing on with granting its own adequacy decisions, South Korea being first past the post in 2022. This year the UK government will continue to advance discussions with Singapore, Australia, India, and the eagerly anticipated alliance with the US (which you can read about here).

Upcoming legislation and regulatory guidance

The Data Protection and Digital Information Bill will go out for consultation in the first half of this year, and it remains to be seen how much the text will be amended from its current form. Some change is likely, bit given the current adequacy arrangements between the UK and the EU, swathing changes are not expected.

The ICO issued updated guidance on privacy in direct marketing in December 2022, with some very useful and common-sense approaches. The guidance is available here. We expect further communications from the ICO this year in line with the commitment made in its ICO25 plan – you can see those commitments here and we will provide further updates this year as those plans develop.

MediaMath Updates for 2023

We will continue to keep you updated on what is happening in our industry for 2023 and beyond, to help prepare for the legislation coming our way – European legislation such as the Data Governance Act, the Data Act, Digital Services Act and the Digital Markets Act [(which we will create a specific blog post for in the coming months)] will almost certainly influence, to one degree or another, UK legislation. In the meantime, we hope you found this update on the EU and UK landscape…..adequate.

Uncategorized

4 Ways We Can Make Media Buying More Sustainable

February 20, 2023 — by MediaMath

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We spoke in our last blog post about digital advertising’s sizable contribution to scope 3 emissions despite using little paper or ink in the end-to-end campaign-creation process. It’s not all doom and gloom though, participants in the digital media supply chain can do a number of things to bring more sustainability to the industry.
 

How to win at sustainable advertising  

The key to reducing the carbon footprint of your media buying really comes down to reducing media waste. To do this, you need to increase your win rate, which measures the number of impressions served over the number of bids you issue. A high win rate indicates fewer wasted bids, resulting in lower carbon emitting activities. Here are four ways you can improve your win rate. 

1. Enhance the sustainability of creatives

If your creatives miss the mark, you could end up with a low bid or win rate. There are a few tips for making sure they don’t:
 

  • Confirm the inventory sources you’re targeting have approved your creatives and that you have uploaded the appropriate creative type and size for your targeted inventory. 
  • Recycle your creatives or reuse elements to refresh them, avoiding the need for carbon-expensive film and video shoots. A large-budget US-based creative video shoot can produce emissions equivalent to over 200 tons of CO2, according to a study by 55. 
  • Reducing the video creative length. At Cannes Lions, Laure-Sarah Labrunie of Nestle Media shared that the CPG brand A/B-tested creatives with lower video resolution and monophonic sound, both of which yield lower carbon output. The brand found that there was no material impact on any of the brand’s KPIs. 
  • Consider dynamic creative optimization to deliver better, fewer ads. Personalizing ad content based on previous consumer activity or environment—like time of day or weather—improves ad quality and relevance, leading to better marketing outcomes and improved return on advertising spend.
     

2. Refine your supply paths  

Supply path optimization (SPO) helps simplify the digital supply chain between you and the publishers on which you run ads, removing unnecessary intermediaries and reducing duplicative auction activity. Since a key element of sustainability in the ad ecosystem is about reducing excess digital activities, every unnecessary step you remove from the supply chain can decrease the carbon footprint produced by an ad campaign. To uphold the highest standard of inventory quality and brand safety, MediaMath has incorporated partner quality standards and several invalid traffic and brand safety technology solutions to ensure maximum protection for your brand across authorized and optimized supply paths. These techniques and solutions help you avoid unnecessary bidding, reducing the carbon impact of your media-buying activities.
 

3. Rethink your targeting  

In addition to SPO, applying ad targeting to reach your intended audience and capture their attention will not only yield positive business outcomes, like improved ROI and lower CPAs, but also reduce the carbon footprint of the media-buying process. Attention metrics, indicating whether and for how long your ad held the attention of your intended audience, offer an important lever in ensuring every impression delivered—and the carbon required to produce that activity—achieved a meaningful consumer interaction.   

You can start by applying viewability segments to your targeting to ensure your creatives have the best opportunity to impact your intended audience. Next, consider targeting parameters like ad or fold position and player audibility to avoid ad placements less likely to yield ad viewability. When choosing targeting solutions, it is important to consider the value chain of companies supplying the data and how that may impact carbon use versus the carbon reduction achieved by leveraging this data to deliver more targeted ads. Incorporating carbon offset techniques into your media plans is the best option to combat the creep of scope 3 emissions from sources like these targeting partners.  

4. Assess your media operations infrastructure  

At every stage of the media-buying process, your brand, agency or tech partner makes choices that affect the carbon footprint. Every step that requires some contribution of electricity presents an opportunity to increase or reduce your carbon footprint. Digital advertising activities exist mostly electronically, so areas often overlooked include quantity and duration of data and document storage, volume of ad calls, frequency of API calls and any other tasks which contribute significantly to the overall environmental impact of the business.  

Tune your media operations infrastructure to cut the volume of data processed. As an example, consider optimized landing pages with minimal third-party tracking. With applied, intelligent effort, you can achieve the same business objectives with less data processing and a reduced carbon footprint. 

How MediaMath helps you boost your win rate 

In the MediaMath Platform, the Win/Loss report includes your win rate, as well as other measures that shed light on what happens before and during ad auctions. Use this report to identify which of the tactics we discussed above might help increase your win rate, resulting in a reduced carbon footprint from your media buying. 

If you’re interested in additional information on digital advertising’s impact on the environment, download our whitepaper POV: Sustainability in Advertising. Also look out for our third and final post in this series on ways brands can be more sustainable.  

Uncategorized

Digital Advertising’s Contribution to Scope 3 Emissions

February 13, 2023 — by MediaMath

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It seems that in 2023, our list of environmental threats is endless.
 

From global warming and rising sea levels to plastic and air pollution, there’s a lot of work to be done to literally save our planet. Coming up with the right solutions starts with both educating ourselves and taking accountability for our roles in contributing to these issues. And digital advertisers are not immune.
 

Many digital advertisers assume that because they don’t require paper, ink or a printing press to deliver ads, they have more sustainable practices than traditional media advertisers. But it’s estimated that a single digital ad campaign delivering 1 million impressions emits the same carbon footprint as a round-trip flight from Boston to London. In total, digital advertising activities generate approximately 3.5% of global greenhouse gasses every year. 

To understand how we can make advertising sustainable, let’s take a look at what contributes to carbon emissions, the leading cause of greenhouse gasses in the environment. 

The 1,2,3 of Carbon Emissions 

Carbon emissions are classified into three categories of scope:
 

  1. Scope 1 emissions come from assets the company owns and operates directly. Examples include heating a building the company owns and fuel consumed by company-owned vehicles.  
  1. Scope 2 emissions come from assets the company uses or leases. These indirect emissions include examples like purchasing electricity to power office lighting and internet access.  
  1. Scope 3 emissions are not produced by the company but are generated through its value chain, including activities like employee travel, transporting products and advertising.
     

It’s estimated that over 70% of the emissions companies generate are scope 3. While the 

Greenhouse Gas Protocol requires reporting of all scope 1 and scope 2 emissions, reporting of scope 3 emissions remains optional.
 

The top 3 areas in which advertisers generate scope 3 emissions 

Where exactly does advertising contribute to scope 3 emissions?  

If you think about an omnichannel advertising campaign from initial brand concept to the last impression served, developing the creative assets often requires transportation, electricity, hospitality and many other carbon-emitting activities. Once the creative assets are produced, there is then the actual execution of the media campaign which generates scope 3 carbon emissions through three main activities:
 

First, there’s business travel, which can contribute 70-90% of measured scope 3 emissions for large, global brands and agencies. This is not only employee business travel within your own company, but also the companies that play a role in your value chain, such as your ad verification company.
 

Second, complex value chains themselves contribute to carbon emission production. In general, the more companies and individuals involved in producing value for your business activities, the more carbon emissions are generated. And we know digital advertising has a lot of this complexity going on.
 

Third is media planning. Ad formats and inventory are two aspects that contribute the most to the carbon generated through your media buying. A high-impact, non-IAB standard creative, for instance, will require more device CPU to render the experience, as well as energy to transmit the data the ad produces, such as the percent of creative that was viewable. 

If you’re interested in understanding how to reduce your brand’s or agency’s environmental impact, download our whitepaper POV: Sustainability in Advertising. Also, stay tuned for our next post in this series on ways we can make media buying more sustainable. 

TechnologyUncategorized

Standing with Ukraine

March 9, 2022 — by MediaMath

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MediaMath Standing with Ukraine

MediaMath is committed to making advertising better for brands and consumers worldwide. While it may seem like a small contribution, advertising should not help support Russia or Belarus’ actions in Ukraine.

MediaMath will not support any advertising in Russia or Belarus for the foreseeable future. No campaign material targeting Russia or Belarus will be accepted, ad traffic from Russia and Belarus will be removed from our ecosystem and geo-targeting blocks will be in place.

We have a long-standing policy against disinformation and work collaboratively with the Global Disinformation Index (GDI) to ensure our supply complies with their recommendations. GDI protection blocks approximately 1,700 domains that publish and promote a broad range of disinformation narratives, including approximately 120 domains that are publishing disinformation narratives and content related to Russia’s invasion of Ukraine with that number is being added to regularly as events unfold. Any site found to be spreading disinformation is added to our Universal Block List and no ads will be served to these sites. We also offer additional disinformation protections based on journalistic standards via NewsGuard from Peer39 and Comscore.

Our advertising clients can also use brand safety tools from our contextual partners like Oracle, Peer39 & DoubleVerify to avoid their advertising appearing on content featuring sensitive material. For example, custom negative keyword lists surrounding terms such as Russia/Ukraine, military, war etc. However, we caution our clients to avoid over-blocking via keyword targeting. Studies suggest quality news content is not generally a brand safety risk, regardless of topic. More importantly, journalism is essential and should continue to be funded through sensitive and appropriate advertising. If you have any questions, please reach out to your account representative.

Neil Nguyen, MediaMath CEO

Uncategorized

MediaMath Named a TAG Trust Champion for Helping to Drive Advertising Quality and Safety Throughout the Digital Ecosystem

February 1, 2022 — by MediaMath

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MediaMath has a long heritage of fighting ad fraud up and down the digital media supply chain. Through our transparent, accountable ecosystem SOURCE, we work with a mix of proprietary techniques and third-party partners such as Human to combat invalid traffic, even on emerging channels like CTV, and do not tolerate invalid traffic being sent to our platform. We worked with the Department of Justice on the first significant takedown of two global criminal ad fraud schemes in 2018. We developed one of the first markets to curate high-quality media and were also an early implementer of ads.txt back in 2017. And as a registered, certified, long-time member of the Trustworthy Accountability Group (TAG), the digital ad industry’s leading self-regulatory body on fraud, brand safety and malware, we’ve worked to drive advertising quality and safety throughout the ecosystem.

Today, we are honored to be recognized as a TAG Trust Champion for some of these fraud-fighting contributions over the last year. The companies recognized as TAG Trust Champions have shared real-time intelligence and partnered to shut down malvertising attacks on a daily basis within the TAG Threat Exchange (TX), resulting in shorter and less impactful attacks across the digital ad supply chain. Some of the ways in which MediaMath has contributed to TAG’s efforts include:

  • Regular and deep involvement in TAG working groups and forums including other leading companies across the digital advertising space
  • Partnership with TAG and other TAG members to develop and maintain the highest-quality standards to protect advertisers as well as consumers
  • Sharing dialogue and insights to directly combat specific threats to the ad ecosystem in TX, which holds the Department of Homeland Security (DHS) designation as the Information Sharing and Analysis Organization (ISAO) for the digital ad industry 

We stand in some amazing company. Past TAG Trust Champions have included Marc Pritchard of Procter & Gamble (2017); Steve Sullivan of MediaMath partner Index Exchange (2017); Louisa Wong, David Murnick, and Olga O’Donnell of partner Dentsu Aegis (2018); Dallas Lawrence, Christopher Hallenbeck, and John Murphy of partner OpenX (2018); and Lou Paskalis and Terri Schriver of Bank of America (2019). In working with these leading organizations, MediaMath’s TAG efforts have benefited its brand and agency clients by:

  • Cleaning up the often murky pipes of the programmatic ecosystem, reducing the bloat caused by both bad actors and intermediaries that don’t add value and can cost advertisers money
  • Removing fraud throughout the supply chain so advertisers can drive true marketing performance and avoid metrics inflated by bots
  • Ensuring ads don’t run adjacent to media content with illegal, unsafe or irrelevant content

MediaMath is proud to work alongside some of the leading companies in the digital advertising space to thwart fraud at every level as we build a more trustworthy, transparent supply chain for all parties now and in the future.

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MediaMath and DAC Join Forces in Service Expansion of MediaMath Japan K.K.

July 1, 2021 — by MediaMath

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MediaMath’s is excited to announce that we have partnered with Japan’s D.A.Consortium Inc. (DAC) on a joint venture agreement to accelerate growth via programmatic buying in Japan and throughout Asia. This powerful partnership combines regional marketing understanding and leadership of DAC with MediaMath’s industry leading ad tech focused on ecosystem modernization and flexible architecture and will create next generation advertising solutions for the Japan market.

Digital holds massive growth potential in Japan, and according to eMarketer only accounts for 37% of spend versus developed markets at 50%. This exciting venture further demonstrates MediaMath’s continued progress in pursuing international markets with the creation of differentiated value proposition of local expertise and assets with global tech and reach for the Japan market, and significantly increases media supply, including an expansion of CTV and DOOH inventory, data, and other capabilities.

Leading brands and agencies across the region will immediately benefit from the service expansion of MediaMath Japan K. K, which features a larger team and as a result, there will be more learnings and identification of avenues to improve campaign performance for you to leverage. I am delighted to share that Keiichiro Tomimatsu has assumed the role of Chief Client Officer, and will lead an expanding team committed to delivering robust campaign planning and management, supply and data sourcing, reporting and insights generation.

We could not be more excited to join DAC’s mission of empowering the digital future, in Japan as we continue to lead the creation of new forms of advertising and marketing, provide new value to society through the delivery of next generation advertising solutions.