RSS LinkedIn Google Plus

Call us: 0800 014 9884

How ad networks can regain our trust

Online advertisers deserve better protection from the likes of Google, Yahoo and Microsoft, according to a leading academic.

Benjamen Edelman, assistant professor in the negotiation, organisations and marketing unit of Harvard Business School, outlined five rights that he would like given to clients to improve their experience with major ad networks. Writing on his personal website BenEdelman.org, Mr Edelman focused on issues with Google AdWords, although he also considered Yahoo Search Marketing and Microsoft adCenter.

Transparency

Firstly, he called for greater transparency from networks when it comes to telling clients where ads will appear. This would make it much easier to detect problems such as accidental ad placement on adult content websites or those with fraudulent intentions.

Accountability

Secondly, networks should offer greater accountability in the form of comprehensive itemised billing. By scrutinising details such as who clicked on an ad – in addition to where and when the impression took place – advertisers would be better placed to spot suspect accounting practices.


Accessibility

Thirdly, it was suggested that advertisers should be given greater access to their campaign configuration details. Mr Edelman said it was an abuse of power for networks to block data portability by, for example, drafting contracts that prohibit copying keyword lists between PPC platforms.

Exclusivity

Fourthly, he expressed concern that behavioural targeting tools indirectly enable competitors to benefit from a client’s advertising strategy. This is happening because networks employ software to record click-throughs and then use that data to suggest ads from rival companies that may interest the browser.

Equity

Finally, he said clients should have the right to fairer treatment when making complaints. This would counter the trend for networks to draft contracts weighted in their favour that incorporate catch-all disclaimers and complicated dispute resolution procedures.


Ad networks and the recession

“In this time of plummeting ad prices, networks are increasingly anxious to attract advertisers,” he concluded. “With increased negotiating power, advertisers can and should demand more.”

Change in the air at Google AdWords

AdWords offers the largest audience for content-related PPC ads thanks to Google’s dominant position in the UK search market. Earlier this year, the platform announced a comprehensive revamp to enhance transparency and improve accessibility. Among the changes, Google added more detailed account statistics and simplified the keyword editing process.

Richard Frost

Written by Richard Frost

Google to devalue doorway pages Tuesday 17th of March, 2015by Andy Williams Google is taking aim at websites using large, well-established doorway campaigns to rank highly in search results by altering its search engine algorithm.

More on this story »

Google: mobile algorithm bigger than Panda and Penguin Wednesday 18th of March, 2015by Dan Moores At SMX Munich, a Google representative said that the upcoming "mobile-friendliness" algorithm will have a bigger impact on search results than the Panda or Penguin updates.

More on this story »

Yahoo urges Firefox users to switch from Google Wednesday 25th of March, 2015by Dan Moores Firefox users who have manually set Google as their default search engine are now confronted with the following message: "Yahoo is the preferred search engine for Firefox. Switch now."

More on this story »
theEword - 5 hours ago

Can you see yourself working here? http://t.co/pRR14vIXB1 If so, good news. We're #hiring http://t.co/evXMB6q2LT #Manchester #jobs

Reply Retweet Favourite
theEword - 22 hours ago

Good with a wand? We're looking for a Client Strategy Director to help us work our magic http://t.co/cgnGTglHBl #jobs http://t.co/Giw0RzK42P

Reply Retweet Favourite
theEword - 1 day ago

Hello. Is it a #PPC Exec role you're looking for? http://t.co/a1KqQmF0Cy #Manchester #digitaljobs http://t.co/GtnOrhSzxP

Reply Retweet Favourite
theEword - 2 days ago

Is your website ready for Google's #mobile algorithm update? Test it here http://t.co/eGRPq4CHmv http://t.co/rqNWlBG0yt

Reply Retweet Favourite

5 common digital marketing myths dismissed Friday 6th of March, 2015by Andy Williams Find out the real purpose behind onsite content and why link building is still vital. Here we explain the five biggest myths that surround digital marketing.

More on this story »

Content and the Customer: the journey Friday 6th of March, 2015by Sian English From acquisition to conversion, content plays a vital role. But have you given much thought to how that role evolves during the customer's journey? Here are the different stages your customers go through with your content.

More on this story »

Light a Fire with Hems de Winter Thursday 19th of March, 2015by Andy Williams Hems de Winter, CEO of de Winter PR, joined Light a Fire for an in-depth chat at BoConcept’s showroom on Great Ancoats Street, discussing his life and career.

More on this story »

Who loves theEword

Who loves theEword Who loves theEword