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Jay Friedman is the COO of Goodway Group, an 80-year old marketing services company that owns and operates three ad networks, Beep! Automotive, Sway Political and IvyPixel. He is also the author of 30 Days to Digital Media Expertise, the ultimate pocket guide to becoming a digital media expert in 30-days.

As a dynamic and engaging professional speaker, Friedman has spoken to audiences at JD Power, iMedia, AAPC, George Washington University, Digital Media Wire, and the Interactive Media Conference.

Friedman joined Goodway by creating and launching Goodway 2.0 in 2006 to provide online and emerging media services primarily to agencies representing the political, automotive, restaurant, and homebuilder markets. Since its inception, Goodway 2.0 has become a sought-after digital media expert by agencies representing presidential and senatorial candidates, advocacy groups and automotive associations within nearly all of t world’s largest auto manufacturers. Goodway 2.0 was integrated into Goodway Group in 2007, where Friedman subsequently created and launched its ad networks to round out its digital services offerings.

Prior to launching Goodway 2.0, Friedman was with Young & Rubicam, a top ten global marketing firm. At Y&R, Friedman managed the day-to-day operations of the $20MM Dallas, TX, field office, during which time the Dallas office achieved and maintained the highest client-driven ratings of any field office within the system. Additionally while at Y&R, Friedman was responsible for the successful national effort to consolidate regional direct-to-consumer marketing programs to reduce time to market and cost per program while retaining full creative flexibility to meet individual marketing objectives. Friedman also began his career at Y&R.

Friedman is a graduate of the University of Wisconsin with degrees in Journalism and Spanish. He lives with his wife and two children in Plano, TX.

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Features

Proposing a Verification Bill of Rights

Written on
Aug 19, 2010 
Author
Jay Friedman  |
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Proposing a Verification Bill of Rights

bill_smallADOTAS – When there was just a network or two and those networks had 50-100 sites in their site list, it was easy to police and make sure ads didn’t run where they weren’t supposed to. Now with 50 or more third-party networks, some claiming 20,000 sites (really?), it’s not out of control, but out of our control.

And when something is out of human control, someone is going to cheat. And because of that one bad apple, an industry is born.

We are big supporters of ad verification and what it’s doing to keep the DSP and network industry honest. But with all good things come some inherent trade-offs. Who hasn’t received a verification report with malware, profanity, nudity, pornography and other categories in big bold letters as to say your client is only running on the worst inventory possible? You’d think there is nothing good about online advertising — until you look more closely.

The reality is that some malware, at some point, may have been posted on some of these sites. Or profanity may have been on a user-engaged site but was quickly removed. Or maybe they showed a stock image with someone in a bikini.

It seems that right now the categorization engine companies are making a whole lot of money by using scare tactics and not as much for doing an accurate job of portraying reality to their clients.

So, the next time you get your verification report, forget the scare tactics and big bold letters. Actually click on the sites and go there. See if it’s truly objectionable content, or if somewhere in some corner of the site someone may have gotten away with something by mistake. Lest we forget, there is carnage, murders, and terrorism reported in our newspapers and nightly local news every single day.

What might make the most sense is the outline an industry Bill of Rights for agencies and publishers around transparency. If you agree, here is a first draft for your consideration and if you like it, let’s submit to the IAB for a look!

1. You have every right to know that your ads only appeared within the provided site list during and after the campaign, and to see the URLs of any sites on which your ads appeared outside of that pre-approved site list.

2. You have every right to not be victimized by click or action fraud, to know when it happens, and to receive a full refund on any monies spent which enabled or allowed such activity.

3. You have every right to know if more than 50 percent of the impressions within a buy occur on just one site within the site list.

4. You do not have the right to know the list of sites on which your ad appeared during the campaign. Rights No. 1 and No. 3 ensure your safety here, and could cause publishers to withdraw from the unsold inventory space, adversely affecting your ability to secure reach, frequency, and results at attractive price points.

5. You do not have the right to know how many impressions ran on specific sites within the campaign. This will cause publishers to withdraw from the space and will cause the same problems listed in No. 4.

6. You have the right to know where on the page your ads appeared, by percentage value.

7. You have the right to geography verification and validation

8. You have a right to a full refund of money spent on any inventory that violates the above rules.

How would you change this? Would you get behind this with the IAB? Let me know!





Reader Comments.

what about WHO saw your ads?

Posted by Kyle | 2:44 pm on August 19, 2010.

Great idea!

In the current environment, why not add privacy verification to this list?

Viz:

9. You have the right to confirm that all consumer data collection and use in connection with your campaign complied with NAI and IAB best practices, and to see which companies provided or collected data.

Posted by Jim Brock | 2:49 pm on August 19, 2010.

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