Mediaboss Marketing

While programmatic advertising has made it easy for marketers to buy ads at scale, the nature of the ecosystem makes it challenging for buyers to see exactly where their ads are appearing. Because of this opacity, advertisers lose a degree of control over the end results, which can lead to ads being shown on fake sites to bots, or on websites that do not align with the brands values.

Fortunately, there are steps media buyers can take to ensure their ads are being shown on legitimate websites to real people. Here are five questions marketers can ask themselves to gain greater control over their ads and improve ROI.

With challenges such as digital ad fraud and supply chain transparency hampering advertisers ability to reach the right audience with their message, its more important than ever for marketers to know exactly where their ad investment is being spent.

Marketers that buy directly from publishers likely have established relationships founded on trust and communication, but these relationships are harder to achieve in the programmatic ecosystem. To maximize ROI and achieve positive outcomes, marketers need to partner with publishers that adhere to industry standards and best practices and have integrated multiple solutions designed to increase transparency in the buying process and throughout their websites.

Many media buyers have a process in place to vet potential media partners, such as visiting websites to determine whether the publisher has a recognized brand, quality content or a legitimate advertising environment. But its also important to take additional steps to understand whether the site provides legitimate human traffic.

The industry has developed several solutions to give buyers greater insight into their media partners and transactions, and to detect and mitigate fraud. IAB Tech Labs Ads.txt is a framework that allows publishers to list all authorized sellers of their inventory. Buyers can cross-reference this file with Sellers.json, another tool developed to list authorized sellers and resellers of inventory. Partnering with an MRC-accredited ad fraud detection company offers a way to detect and measure IVT from an ad delivery perspective, while digital publisher audits allow advertisers to find publishers have taken steps to verify the quality of their website traffic through a third-party audit.

Another tactic is to select KPIs that determine real interaction and tailor campaigns to meet these goals. High numbers of impressions and clicks might give the appearance of engagement, but since bots are programmed to mimic human behavior, clicks dont necessarily translate into genuine interactions. Building a media plan that values conversions over clicks helps marketers optimize their campaigns by basing media buying decisions on metrics that matter and investing in partners that deliver results.

The next step is to find partners that have integrated these industry solutions into the selling process. Several organizations have created ways to make it easy for buyers to find partners that have taken such steps.

The IAB Tech Lab Transparency Center helps buyers and sellers learn more about their advertising partners including the industry standards they adhere to and compliance program certifications.

The Trustworthy Accountability Group (TAG) brings together companies to set standards that promote greater transparency. The TAG Registry is a database of companies that have agreed to adhere to TAGs standards and guidelines.

Publishers that have participated in a third-party digital publisher audit are included on the AAM Audited Domain List, which can be downloaded and used to prioritize publishers in DSPs and direct buys.

Many of these tools can be implemented during the vetting process when selecting media partners or can be used to create inclusion lists. By accessing resources and lists that have been compiled by trusted industry organizations, media buyers can save time in their vetting process.

Ad fraud drains billions each year from advertisers budgets and steals revenue from legitimate publishers. By investing in quality media, advertisers will not only protect their budgets and achieve greater ROI, but they will help sustain a safe, transparent advertising ecosystem. Marketers will also avoid unknowingly investing in sites that convey misinformation or harm brand safety by publishing content that does not align with their values or mission. By seeking out and investing in partners that have taken steps to provide greater transparency through industry-backed solutions and standards, marketers will gain control over where their ads are shown, achieve greater ROI and help elevate transparency in the industry.

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The 5 Ws of media buying for better control and ROI - The Drum

Member Article

By Neil McLeod, Director of Strategic Communications at The PHA Group

A gaping paradox exists within the world of pharmaceuticals.

The industry has verifiably saved the lives of millions across the world, played a key role in improving health outcomes for billions, and has had one of the most transformative effects on modern medicine in recent centuries. Why then, does its overall reputation remain a challenge?

Pharmas relationship with society can be turbulent, and the industrys prominent role in scientific discovery and medical progress is not the panacea that shields it, full time, from media criticism. This was very clear last week, following reports that potentially toxic levels of pharmaceutical drugs were found in a quarter of river locations across the world. The findings have clear environmental implications for governments and society, but the media coverage has been particularly damaging for pharmaceutical firms.

Those within the pharma world have, interestingly, been reluctant to discuss this issue publicly, despite many organizations working tirelessly behind the scenes to enhance their sustainability efforts. The resultant policy of engaging with the media only when absolutely necessary has unfortunately left a chasm to be filled by less informed, third-party voices, who may not have the industrys best interests at heart.

As a result, media coverage on the industry often focuses on the trials and tribulations of big pharma, with many prominent stories in recent years focusing on crises, fines, or the consequences of major decisions by pharma executives. The nature of this coverage, which has prevailed over favourable news, has led to an increasingly blurred, some would say unfair, public perception of the pharma industry.With consumer trust voted the second most important factor for consumer engagement, firms need to start relaying a defined, clearly relatable, purpose, if they want to shift the reputational dial, and prevent negative stories from tarnishing their reputation.This all starts with a well-defined communications strategy.

The strict rules on what pharma companies can and cant say are tough and well-known. However, as other industries have found, there is still great opportunity to tell a wider corporate story, and to be creative with messaging . The scope is there - disease awareness campaigns to charity partnerships, positive corporate news, and profiling, there is a wealth tactics available to develop more positive relationships with the media. Naturally, campaigns need to be carefully formulated to ensure they are compliant, but as the world opens up once again, there would appear to be great opportunity to tell strong corporate stories.

With ongoing uncertainty continuing to cause issues in markets all over the world, competition is rife, and pharma companies like companies in many other sectors are facing more demand and greater attention on their business practices than ever before. There is an opportunity to use this momentum for good, to talk directly to public and healthcare audiences, tell Pharmas side of the story and redefine what the industry stands for but only if firms are bold enough to take on the challenge.

This was posted in Bdaily's Members' News section by Nathan Stennett .

View original post here:
Pharma and polluted rivers why Pharma firms must take greater control of the media narrative - Bdaily

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After my speech on Building Leadership Presence for a large business organization, an audience member raised her hand to comment: Im new to the company, but there is one change that I wish wed make. I think we need a mentor program where wed be paired with an experienced manager to have someone show us the ropes. That would really shorten the time it takes new people to develop leadership presence.

When I suggested that she find her own mentor, this woman was way ahead of me. Oh, I already did that, she replied. I just think it would be a great program for all new employees.

Her comments reminded me of research conducted by the American Management Association (AMA) several years ago. They did a survey with 6,000 participants across the United States. The survey asked only two questions: 1) Do you get enough recognition at work? 2) Would you do a better job if you got more recognition?

The response was overwhelming: 97 per cent of the respondents said no they didnt get enough recognition at work, and 98 per cent replied yes they would do a better job if they received more recognition.

To the AMA, this pointed out inadequate management practices. Obviously, not enough managers were doing a good enough job at recognizing and rewarding the people who report to them.

While that is a valid point, I looked at the results in another way: It seemed that most of us were waiting without much success for someone else to acknowledge our efforts. Only then would we do a better job.

Talk about relinquishing control!

More Career/HR Information

On the other hand, some individuals, like the woman in my audience, refuse to give anyone else control over their performance whether its the motivation to do a good job or help in developing leadership presence. These self-starters dont wait to be empowered; they go right out and empower themselves.

Troy Media columnist Carol Kinsey Goman, PhD, is an executive coach, consultant, and international keynote speaker at corporate, government, and association events. She is also the author of STAND OUT: How to Build YourLeadership Presence. For interview requests, click here.

The opinions expressed by our columnists and contributors are theirs alone and do not inherently or expressly reflect the views of our publication.

Troy MediaTroy Media is an editorial content provider to media outlets and its own hosted community news outlets across Canada.

Career information

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Who is in control of your success? - Troy Media

The Grains Research Updates 2022 virtual forum was told the high-tech device was due to arrive in the State later in the month.

The Department of Primary Industries and Regional Development, WA (DPIRD) will join with Case New Holland Industrial to test the technologys suitability to control weeds in Australian dryland and irrigated agriculture.

It will also examine which weeds are easiest to control with electricity and the technologys potential uses in Australian agriculture to generate cost savings and influence crop yields.

The project also has support from the Grains Research and Development Corporation, Wine Australia, WA consultants AHA Viticulture and the Cotton Research and Development Corporation.

The Swiss made Zasso Electroherb machine, based on Brazilian technology, uses mechanical power to produce a high voltage current, which is applied directly to plants via a series of electrodes mounted behind or in front of the tractor.

The electroweeding process works by passing electricity through a plant by touching it with an electrical applicator, which causes the cell walls to be destroyed killing the plant or suppressing growth.

The technology has not been tested under Australian field conditions before, although it is used in Europe on a small scale for horticulture and viticulture properties and for roadside weed control.

DPIRD research scientist Miranda Slaven told the forum that electric weed control could be part of an integrated solution to reduce dependence on chemical inputs and create more sustainable farming systems.

Finding alternative weed control strategies to chemical measures is important in Australia, due to increasing rates of herbicide resistance and increasingly discerning market demands, she said.

This new device is at the frontier of agricultural technology, and it is valuable to test it under Australian growing conditions to examine its potential application as a non-chemical methodology in our agronomic systems.

A preliminary plot trial indicated volunteer crops and grass weeds could be the hardest to control, due to the plants high surface area and extensive branching of roots and shoots.

The device will initially be tested on its ability to control weeds on viticulture and horticulture properties and later along roadsides and fencelines, as well as its use for fallow weed control at the departments research facilities in the Grainbelt.

The research will target herbicide resistant weeds, like annual ryegrass and wild radish, and problematic agricultural weeds, such as feathertop Rhodes grass and fleabane, as well as perennial weeds, including kikuyu and wireweed.

The machine is on route to Western Australia and will be commissioned before being rolled out in the field in coming months.

Project lead, research scientist Catherine Borger said a literature review and reports from Europe suggested soil health and soil biota were not compromised by the technology.

Our research will include an analysis of the technologys effect on soil health, including soil microbial density and diversity, as well as soil root pathogens, such as rhizoctonia, Dr Borger said.

We are also particularly interested to ascertain whether there is a potential fire risk during summer so the trials will be undertaken following safety training using the utmost safety procedures.

A cost-benefit analysis will also be incorporated into the research to determine where this technology can provide economic benefits to the industry in WA.

The two year electroweeding project findings will be shared with industry.

The virtual Grains Research Update continues on 8 and 10 March. To participate visit the GRDC Updates and events page.

Picture caption: DPIRD research scientists Dr Catherine Borger (left) and Miranda Slaven are working on a new project examining the potential for electric weed control in Australia.

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Grains Research Updates 2022: Australia-first electroweeding trial to spark innovative control measures - Government of Western Australia

MultiChoice has made it clear that the airing of Russia Today (DSTV channel 407) is completely out of its control.

On Wednesday, viewers were not able to view Russia Today. MultiChoice confirmed that the channel is indeed suspended. The broadcaster said sanctions imposed on Russia by the EU led to the global distributor of the channel ceasing to provide the broadcast feed to all suppliers, including MultiChoice.

MultiChoice received a lot of backlash following the suspension of Russia Today. TheIndependent Communications Authority of South Africa(ICASA) also questioned why the Russian news channel was removed from DSTV.

ICASA Chairperson Dr Keabetswe Modimoeng said their Licensing and Compliance Division did not receive any notification by Multichoice confirming the discontinuation of the Russian news channel on its DSTV platform.

We want to reaffirm that we cannot continue to broadcast Russia TV on DSTV for reasons outside of our control. Theglobal distributor of the channel(who are based in Europe) stopped providing the broadcast feed to all its suppliers, including MultiChoice, because of the sanctions imposed on Russia by the European Union.

Our role as a broadcaster is to provide a platform for diverse news channels. Our aim is to enable our subscribers to select channels they wish to view. We do not have editorial control over the content of third party channels, nor do we endorse any points of view.

MultiChoice

The Economic Freedom Fighters said the suspension undermined both press freedom and the rights of consumers who pay for the DSTV service.

MultiChoice has chosen which news outlets consumers must watched and dictated what content must be watched, based on their allegiance in a complex conflict in Europe. MultiChoice has basically declared that the only reliable international news outlets are those aligned with NATO, such as CNN and the BBC.

We demand the immediate reinstatement of Russia Today and not this condescending move which seeks to force a one-sided narrative on the conflict between Ukraine and Russia.

Read the rest here:
'It's out of our control': MultiChoice sets the record straight on Russia Today - TDPel Media