NEW YORK — In an effort to clarify the confusion that exists in the ad tech market, three premier industry companies – Cross Commerce Media, Inc., MediaMath and TARGUSinfo – announced today the creation of the Council for Accountable Advertising. Stephen Messer, Vice Chairman of Cross Commerce Media, will act as Chairman of the Council.
The new Council has a host of initiatives designed to protect clients from sub-standard practices and, at the same time, remove some of the complexity around adoption of cutting edge technology.
Only companies that meet a number of strict criteria will be invited to join the Council for Accountable Advertising. Most importantly each company must be among the highest quality solutions in the marketplace. Members will also be selected based upon the caliber of their management team, financial stability, technology and customer offerings. Current member companies include Cross Commerce Media, MediaMath, TARGUSinfo, Admeld, AdSafe, AudienceScience, Peer39, Solve Media, and TidalTV.
“Just like Amazon made it easier for consumers to shop and Apple made it easier for them to compute, the Council’s goal is to make it easier for marketers and publishers to manage and measure their resources,” said Messer. “This industry should and will follow the path towards clarity of choice.”
As part of its on-going efforts to educate the industry and to lead the industry in innovation, the Council for Accountable Advertising welcomes Joanna O’Connell, a Senior Analyst at Forrester Research, Inc., as Chief Research Officer, and Colin Gillis, Director of Research at BGC Financial, L.P. , as Co-Chief Research Officer.
The Council also welcomes Evan Korth, a Clinical Associate Professor of Computer Science at New York University and Co-founder of hackNY, as Chief Academic Officer. O’Connell and Professor Korth are in the process of establishing research and academic committees, respectively, to examine advertising technology concerns. Forrester Research analyst Michael Greene will serve as a member of the research committee, and Marianna Makri of the University of Miami, School of Business Administration will serve as a member of the academic committee.
To learn more about the Council, visit councilinsider.com.