The Association of National Advertisers is publicly requesting Instagram, Snapchat, Twitter, Pinterest, Amazon, and Foursquare independent audits…
The Association of National Advertisers just put Amazon, Snapchat, Pinterest, Instagram, Twitter, and Foursquare on notice: undergo independent audits. The digital entities have not yet adopted independent audits of ad campaigns, according to the ANA. This, despite the fact the industry group claims 89 percent of advertisers regard audits as a positive step.
Association of National Advertisers Calls for Instagram, Snapchat, Twitter, Pinterest, Foursquare, and Amazon Audits
A common question brands have about these channels is their effectiveness in reaching the right consumers. Several social media platforms produce mixed measurement results. In December of last year, Facebook disclosed metric discrepancies. And, both Google and Facebook recently announced upcoming audits by the Media Rating Council, in an effort to provide openness.
For years, advertisers have shown less confidence in online advertising due to known flaws and problematic data points. Now, the Association of National Advertisers is demanding full disclosure with third-party audits and monitoring.
“Amazon, Foursquare, Instagram, LinkedIn, Pinterest, Snapchat and Twitter: The ANA calls on these organizations to embrace transparency and break down their walled gardens,” an ANA survey reports.
Some companies are already in talks with independent auditors. Snapchat states it is open to third-party ad measure by Moat and Integral Ad Science. Twitter is also having a conversation with the MRC, as is Pinterest. Instagram, although owned by Facebook, is not under the same auditor.
“Our advertisers and agency partners are supportive of this approach and prioritization. We do believe we will conduct audits in the future and are committed to third-party measurement,” a Pinterest spokesman wrote in an email to AdAge.
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