US Suppliers Form Ad Technology Body

Three advertising technology companies have combined to found the Council for Accountable Advertising, aimed at setting standards and 'making it easier for marketers and publishers to manage and measure their resources'.

Founder companies are Cross Commerce Media, which offers clients 'a holistic view of performance across all forms of media' via an analytics network that integrates multiple sources of data in real time; MediaMath, the developer of the TerminalOne DSP platform which combines supply, data, analytics, workflow automation and optimization for ad campaigns; and TARGUSinfo, which promises 'On-Demand Insight' to help clients improve their targeting and customer experience. The three are joined by member companies Admeld, AdSafe, AudienceScience, Peer39, Solve Media and TidalTV. Stephen Messer, Vice Chairman of Cross Commerce Media, becomes the Council's first Chairman.

The group will set 'strict criteria' for membership, including high quality solutions, management team, financial stability, technology and customer offerings; and says it has 'a host of initiatives' planned, with the objective of protecting clients from sub-standard practices and simplifying the adoption of cutting edge ad technology.

Officers and leaders of the Council include:

• Chief Research Officers Joanna O'Connell, a Senior Analyst at Forrester Research, and Colin Gillis, Director of Research at BGC Financial, L.P.
• Chief Academic Officer - Evan Korth, a Clinical Associate Professor of Computer Science at New York University and Co-founder of hackNY

O'Connell will establish a research committee - of which Forrester Research analyst Michael Greene will serve as a member; while Korth will set up an Academic committee to include Marianna Makri of the University of Miami, School of Business Administration.

Quoted on www.mediapost.com , Messer comments: 'Advertising technology has continued to grow and get more complex... The council is about removing the FUD (fear, uncertainty and doubt) in the marketplace so that when a buyer chooses a council member, they know they are getting honest, clear information from the leaders in the marketplace.'

To learn more about the Council, visit www.councilinsider.com .

All articles 2006-23 written and edited by Mel Crowther and/or Nick Thomas, 2024- by Nick Thomas, unless otherwise stated.

Register (free) for Daily Research News

Simple printable version of this article

Email this article to a friend