JCDecaux sets digital standards charter, launches automated trading and planning
Out-of-home specialist JCDecaux announced its move towards automated trading and planning today, alongside a digital charter to ensure advertiser trust along the way.
As the OOH sector embraces digital technologies, JCDecaux used its session at the IAB Digital Upfronts to launch its trading and planning supply side platform – a product that features an integrated content management system and a geo-locational data management platform.
This coincides with the launch of BranDO, a set of guidelines on the issues of viewability, measurement, accountability, transparency and brand safety.
“This is a landmark moment for JCDecaux as we launch our brand charter, BranDO,” said Spencer Berwin, co-CEO at JCDecaux UK.
“At the same time we are launching our automated trading platform, which signifies the transition to trading viewed impressions rather than frames. The online industry has provided incredible innovation when it comes to ad delivery. Along with this innovation comes a real responsibility to advertisers.”
Berwin added that launching at the IAB Digital Upfronts represents the business’s commitment to be a top five digital media owner.
“We must maintain advertisers’ trust and create working practices that ensure a brand safe environment. We are committed to growing the medium through a new automated platform by putting the advertiser at the heart of what we do,” he said.
Online advertising has faced a crisis of trust in recent years and in the last 12 months, 35 multi-national companies with a total annual marketing spend of more than $30bn globally said they have taken action on issues including transparency, brand safety, viewability and ad fraud.
Transparency remains a top priority for 47% of companies, while 51% say it is rising up the list, according to the World Federation of Advertisers (WFA).
In light of those challenges, JCDecaux said it will only measure ads that have been ‘viewed’ using the JIC-approved Route audience measurement system. This means ‘eyes on’ ad copy rather than an opportunity to see (viewed rather than viewable). JCDecaux will only count real people and only those resident in the UK aged 15+.
Additionally, all audience-viewed impressions will be published and JCDecaux will provide the raw viewing logs that can be used for verification, as well as a host of other measures to win over advertiser trust.