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

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 »
james_riches_swap

March UK search market: Google halts Bing’s recent rise Wednesday 8th of April, 2015by James Riches Google’s UK search market share rose for the first time in five months during March. Elsewhere, Google announced some key developments and lots of us searched for Jeremy Clarkson news.

More on this story »

Bing implements one small change and one big change Tuesday 14th of April, 2015by Dan Moores Over the past week, Bing has implemented two changes. One appears to be directly influenced by Google, while the other demonstrates independent thinking and creativity.

More on this story »
theEword - 15 hours ago

Could you see yourself working here? http://t.co/Augy0f2qCy Check out our recent #job openings > http://t.co/AxGLbf8dtA #Digitaljobs

Reply Retweet Favourite
theEword - 1 day ago

What does a #digitalagency looks like from the inside? Follow us on Instagram to find out > http://t.co/9kVMoVVjVT http://t.co/FpP4RDwqec

Reply Retweet Favourite
theEword - 2 days ago

Are you talented in #PPC? We have a #job opportunity just for you > http://t.co/ugNZuIYIR2 http://t.co/9eTQiQ60X6

Reply Retweet Favourite
theEword - 2 days ago

Here's a #digitalmarketing #tip: Stop obsessing over 'channel' > http://t.co/0Fg5u03kEp http://t.co/ELEBGfYFJi

Reply Retweet Favourite
theEword - 3 days ago

"Engage. Engage. Engage with your audience." #GoogletheEword http://t.co/l6bRmPVx3r

Reply Retweet Favourite

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 »

Five tips: how to write clear web copy Thursday 2nd of April, 2015by Dan Moores A lot of web copy is unclear and needlessly complicated. It can actually damage your sales because it helps no-one. Here are five ways to make your web copy clear and engaging.

More on this story »

Who loves theEword

Who loves theEword Who loves theEword