Ad compliance: Keeping ahead of what's acceptable

Image source: cbc,ca

People don’t readily trust web ads. While faith in web advertising has not been completely lost, it is clear that banner ads and website interstitials had not been as effective as predicted, due in part to the checkered history of Internet advertising. Online ads had been tainted as deceptive, blatantly false, and intrusive, following years of unscrupulous advertising that was popping up even on legitimate websites affiliated with more respectable ads.

This image problem stymies the effectiveness of the online advertising community, and correcting it is a challenge. By creating regulatory standards, advertisers and the businesses that depend on them can have a “best foot forward” approach to their content.

Image source: cbc.ca

Viewers have the imprimatur of regulatory bodies such as the Digital Advertising Alliance, which gives assurance that the ads made by their members comply with institutionalized standards. All industries are governed by best practices and ethical goals, and advertising is no exemption. Advertisers would do well to strive for regulatory standards and impose a few of their own.

Luckily, trust in online advertising is on an incline. This is largely helped by purging and penalizing seedy practices. Advertisers, then, would be wise to follow their new rules if they want to mine online advertising.

Image source: npr.org

Wayne Gattinella, formerly with WebMD, is the CEO of Double Verify, a company that offers advertising verification and compliance services. For more information on ad compliance and other issues surrounding web advertising, visit this website.