MARKETERS FOR AN OPEN WEB
Improving Web Advertising Success Criteria
Marketers For An Open Web has a shared goal of preserving the web as an open platform for diverse and rich experiences provided by multiple parties.
The open web is increasingly becoming the primary method used by citizens to access news, communicate with each other, engage with governments, conduct commerce and consume entertainment. Any individual, business, charity or government organization regardless of background, geography or wealth can now cost effectively participate in this global resource. A set of common technical and policy standards makes all this possible.
Should one company own the open web?
Google announced its Chrome browser will stop support for cross-publisher IDs, often stored in third-party cookies.
Marketers rely on cross-publisher ids to measure and improve how well their advertising works across the open web. Without this feedback, marketers will receive a lower return from advertising and would hence pay publishers less.
To deal with this problem, Google has proposed that its own browser should collect and process people’s cross-publisher data. Moreover, Google has ensured its changes do not impact its own ability to measure and improve advertising on their own web properties.
Thus, this does not substantially address any privacy concerns people have over the scale and sensitivity of their personal data being collected.
The UK Competition & Market Authority recommends a “common User ID… to address competition concerns”.
Choice is fundamental to privacy and competition. Centralizing more data in the hands of fewer companies is the opposite.
Contextual targeting and cohorts are useful, but digital marketers value objective measurement of how well their media is working.
Top Companies across the globe
The key stakeholders involved in web advertising include individual and groups of people, publishers, marketers, their supply chain vendors and delivery access providers.
We believe the majority of these interests are compatible with each other in ensuring people have their rights protected and receive better products, which is advanced through free market competition.
We estimate that our supporters work with more than 21,000 advertisers and nearly 6 million individual websites in more than 50 countries, jointly serving over 320 billion advertising impressions each year, and having over 24 million subscribers. The companies have a combined workforce of over 40,000 employees and combined revenues in excess of $26bn.