Advertising & Content Integrity
In response to the Interactive Ad Bureau’s release of the Standard Ad Unit Portfolio Draft can call for public comments, Online Trust Alliance (OTA) submits the following comments and recommendations. Over the past decade, OTA has worked closely with leaders in the advertising supply chain, including publishers, advertisers and ad networks to increase the trust of online advertising. Reflecting increased consumer distain for online advertising and usage of ad blockers, OTA recently released a white paper entitled “A Vision for Trustworthy Adverting”. In this paper OTA call
May 15, 2014 - Craig Spiezle, Executive Director OTA testified before the the U.S. Senate Permanent Subcommittee on Investigations (PSI) regarding, “Online Advertising and Hidden Hazards to Consumer Security and Data Privacy." Led by Senator McCain, the PSI issued a formal staff report reflecting interviews with dozens of advertising and industry experts, reviewing data collection processes and security vulnerabilities that have inflicted significant costs on Internet users and American businesses.
The Online Trust Alliance, comprised of a wide array of members including Microsoft, Twitter, programmatic ad-tech company OpenX, digital publisher group Digital Content Next, security software firms and even the National Association of Realtors, has published a paper calling on the ad industry to be more inclusive and holistic in its self-regulatory approach to cleaning up ad fraud and staving off the threat of ad blocking on the
The Online Trust Alliance wants to address the boycott of advertising by consumers running ad blocking, so it's calling on ad industry executives to get their heads out of the sand and step up to make several changes. "Someone running an ad blocker in their browser is boycotting advertising," said Craig Spiezle, president of the Online Trust Alliance.
The Federal Trade Commission (FTC) reserves the right to change its mind on sponsored content disclosures. A complete lack of disclosure led to an FTC settlement with Lord & Taylor in March. With social media influencer marketing representing is a far murkier space than native, brands need to navigate it in a way that doesn’t abuse consumer trust (or piss off the FTC).
I almost felt honored when John Oliver took on the topic of native advertising on an episode of HBO’s “Last Week Tonight” in 2014. But two years later, a new report from the Online Trust Alliance (OTA) would have me believe that native hasn’t grown up that much, despite some heavy guidance from the Federal Trade Commission (FTC) last December.
Native ads are designed to blend into the editorial content on web pages, but new data shows they may be doing too good a job. According to the Online Trust Alliance's Native Advertising Assessment, a majority of native ads fail to distinguish themselves as advertisements, which can lead to readers mistaking them for content and skipping over them.
All the evidence points to the effectiveness of well done native advertising. But when it fails, it fails spectacularly. In fact, 71 percent of native advertisements fail to provide adequate transparency, according to fresh news from the Online Trust Alliance (OTA), a non-profit with a mission to enhance online trust.
News publishers are flunking their disclosure tests, and they may be killing native advertising in the process. In a new study released today by the Online Trust Alliance (OTA), a non-profit whose mission is “to enhance online trust and empower users,” 71 percent of the top 100 news publishers received a failing grade when it came disclosing and delineating their native advertising. The results come during a pivotal time for the dig