Vincent Rinaldi, head of addressable media at Hershey’s, talked to Digiday recently about the famous candy maker’s efforts to improve measurement and ad transparency. Hershey’s is part of a growing number of brands participating in “Truth in Measurement” industry group founded by Thunder to promote discussion and standardization around measurement data sharing.
Here’s an excerpt from Digiday’s February 5th interview:
Hershey’s is one of the founding advertisers behind the ‘Truth in Measurement’ initiative led by ad tech firm Thunder Experience Cloud, a model that will allow advertisers, media owners and ad tech vendors to support a transparent measurement of ad data across platforms.
While nothing concrete has been drawn up yet — a summit will be held in the U.S. later this year between the initiative’s backers to find one — Rinaldi said it would focus on measurement like verification and attribution data, rather than targeting data. The approach is similar to the cross-platform measurement model Unilever is testing in several markets now. It’s more likely that online media owners will back initiatives like ‘Truth in Measurement’ and Unilever’s alternative when they don’t insist on them having to part with the valuable targeting performance data that serves as the backbone of their commercial strategies.
“We want to create community gardens not walled ones,” said Victor Wong, CEO at Thunder Experience Cloud. “The initiative we’re working on will be a technical standard that any advertiser or platform can follow to share data. First, we have to figure out what data at a minimum to get ad transparency into what they buy and then we need to work out what the media owners are willing to share so they’re not compromising the privacy of their users or their own business models.”
If you’re interested in joining the discussion and setting the new standard, please join the Truth in Measurement advisory board.