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Tom Denford and David Indo from ID Comms: cracks in the media “walled gardens”

On this week’s #MediaSnack Tom and David get excited that digital media behemoths Google and Facebook, so dominant of global digital media investment, are softening their stance on allowing external verification and measurement.

Are the walls around their highly successful gardens finally coming down after recent pressure from P&G?

Facebook and Google have both confirmed that they will provide more data to the main third-party measurement partners Moat, DoubleVerify and Integral Ad Science and that these three will be audited by the Media Ratings Council – the independent, industry-funded media audience accreditation service, founded in the ’60’s.

Facebook made its concessions in a meeting with the Association of National Advertisers (ANA), shortly after ANA Chair and P&G executive Marc Pritchard had delivered a powerful speech to the media industry calling for greater transparency of digital media measurement and the end of the practice of “walled gardens” marking their own homework.

Google separately announced its change of policy to allow more external verification, but claimed it was not prompted by Facebook’s move nor “a reaction to industry pressure…”.

Next Tom and David discuss an ID Comms webinar, attended by more than 100 marketing and procurement leaders from around the world, discussing how other brands can learn from P&G.

In the webinar – which can be seen here for the next few weeks – Tom and David provided action-focused advice to advertisers on what they should be considering following Marc’s speech and how it might impact their own businesses. They highlight Marc’s five-point “Media Action Plan” and look at how this can be applied in other companies.

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Finally, on this episode, they look ahead to the ANA Media Conference (#ANAMedia) which is taking place in Orlando next week. Interestingly the keynote is being delivered by none other than ANA Chair Marc Pritchard and everyone will be listening closely.

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