Trusted & Transparent Leadership in Verification – Why Now Is the Time for Action: Q&A with Nick Morley, EMEA MD, Integral Ad Science

Trust and transparency – two words that have kept the industry focused on developing a sustainable ecosystem that serves all players fairly. Stemming from brand-safety scandals, ad-fraud discoveries, and viewability concerns, ad tech has seen it all in the past few years. So, having passed the year milestone in his position at Integral Ad Science, Nick Morley (pictured below), EMEA MD, IAS, calls for increased efforts to foster transparent and accountable trading.

ExchangeWire: 2017 opened up discussion on current hot topics such as media quality, brand safety, and viewability. But what do you think 2018 holds for the digital ecosystem?

Nick Morley: 2018 is the year for action. The industry has more work to do when it comes to maximising efficiencies and generating a transparent view of global media. Once brands understand exactly where their ad spend is being channeled, a trustworthy exchange should follow.

Recent years have seen a lot of talk on these topics, and it was quite frankly needed. The conversation has been predominantly led by large brands and was just the motivation needed to stimulate action. We can safely say that without the increased scrutiny across ad fraud, brand safety, and viewability in 2017, the industry would not have made the strides we’ve seen to date.

The advertising industry as a whole must continue efforts to improve trust and transparency with agencies and publishers alike reviewing their partnerships, working practices, and continuing to foster sustainable alliances. We are seeing new avenues open up to enable accountable trading practices, which means all parties along the digital supply chain must embrace these developments.

To achieve a sustainable ecosystem, what challenges will the industry need to overcome? And what demands are we likely to see brands and their agencies make?

To build a truly sustainable digital ecosystem, the industry must become increasingly proactive in a bid to ensure brands are protected from media quality concerns. Challenges ranging from brand safety and ad fraud to poor viewability and accountability will remain consistent when a lack of transparency persists. So, we need to reassess our approach on an industry-wide spectrum. Brands and their agencies are likely to continue calling for accountability, with P&G and Unilever very much leading the way here. Thanks to the influence of these large global brands, their demands set the tone for how the wider ecosystem should take action. It has given more advertisers the understanding and confidence to ask questions of their agencies and demand clear, accountable metrics.

2018 will likely see continued efforts from brands and their agencies to prove their ROI. Will these steps aid increased transparency and drive media quality standards in the ecosystem?

At this year’s annual ISBA conference, transparency and media quality were the hot topics under discussion. These are two vital points brands must take into consideration when planning future media strategies that will, in turn, prove ROI.

We already know that ROI is essential to justify the allocation of ad spend; advertisers across all verticals face the same challenge. First off, brands must have access to key performance and quality metrics to make informed decisions about where to direct future ad spend. Brands also need to have a holistic view of an ad’s performance to form a media plan that is efficient and, most importantly, effective. If the main objective is to achieve drive quality, then by employing third-party verification, marketers can formulate precise strategies that benefit the whole ecosystem.

Media quality issues will always be part of the digital ecosystem; but it’s how we actively respond to them that allows scope for development. So, what should the industry be doing to mitigate this impact?

The reduction of ad fraud and brand safety, alongside improved viewability, remains top of mind for both buyers and sellers of digital media. To tackle these quality challenges, we must start by encouraging a gradual mindset shift towards transparent and accountable trading practices.

The key is to consider the bigger picture, reevaluating at every step of the supply chain for the most effective verification strategy. Assessments for ad fraud, brand safety, and viewability should be carried out to understand where issues are occurring. Then strategies need to be put in place to ensure the best possible levels are achieved for each quality metric. This is where third-party verification comes into play – it adds independent confirmation that media quality strategies have been executed across all inventory. These processes help to safeguard distribution of ad spend, and ensure the digital advertising industry continues to work towards becoming a transparent and trusted entity.

Having recently reached your one-year milestone as EMEA MD at IAS, you’ll have seen a rapid change within the industry. What’s the one thing you’d personally like to see happen in the year ahead?

The industry can’t afford to become complacent when it comes to the quality of media being transacted upon. As a result, I expect to see a collective effort to ensure standards are not just met, but consistently exceeded in 2018. I’d personally like to see the industry making efforts to reach beyond the minimum expectations. While I encourage standards such as those set by the Media Rating Council (MRC), they should be considered as a baseline to build from, not a target.