April 3, 2017 - There are about 121 billion cans of food and beverage shipped commercially in the United States each year. Do you know how many cases of botulism can be attributed to those canned comestibles?
"It's only been a few days, but we haven't seen any deteriorating in our performance metrics," the bank's Chief Marketing Officer, Kristin Lemkau, told The New York Times.
"Partners, together, we're making progress and gathering momentum," Mr. Pritchard wrote me and ANA CEO Bob Liodice on Friday. "Let's keep it going!"
Indeed, the digital publishing industry is. Google, embarrassed by a brand safety imbroglio in the U.K. that spread across the Atlantic, in which legitimate brands' advertisements were found on several dozen terrorism-related and other unsavory YouTube videos, implemented a series of changes to assure the quality of YouTube's inventory. Among the moves: removing flagged videos within two hours instead of 48 hours; adding new filters for advertisers to screen out hate speech, sexually suggestive material, profanity, and sensational or bizarre content; and partnering with accredited, third-party brand safety vendors to assure compliance with the procedures.
I have no doubt that P&G and JP Morgan Chase will be followed by a wave of big brands taking similar actions to secure the digital industry supply chain on behalf of brand and consumer safety. The Association of National Advertisers, declaring that "marketers must take their industry back," has made supply chain transparency one of the core objectives of its new ANA Masters Circle, an elite group of senior marketers tasked with making changes happen in the profession of marketing.
"It’s time for CMOs to demand a simpler, more-transparent, highly productive supply chain, one that aligns core metrics with goals for incremental business growth," the ANA says in its recently released 2017 CMO Leadership Agenda. "We can reach this objective if each CMO ensures their teams and agencies pursue the recommended actions for transparency, measurement, viewability, and ad fraud — while creating a highly productive, extraordinarily efficient, streamlined supply chain."
I'm pleased to say that IAB has been committed to the cause of supply chain trustworthiness
since I came to this job in 2007 and extolled the importance of "a supply chain that’s more transparent, less complex, and less costly" - so it's great to have the ANA as a partner in this vital endeavor.
Besides, even the smallest hot dog pushcart has to follow the city's health code.
It's time for you - you brands, you agencies, you publishers, you tech companies - to build a real civilization in this murky swamp we've invented. It's time for you to follow the industry's health codes, comply with consensus standards, and stop the toxin of ad fraud, piracy, opaque metrics, and fake news. It's time for you to make our supply chain 99.9999999999% safe.