{"id":293547,"date":"2019-04-16T04:00:00","date_gmt":"2019-04-16T04:00:00","guid":{"rendered":"https:\/\/integralads.com\/insider\/erster-ias-publisher-round-table-2\/"},"modified":"2023-07-31T09:19:50","modified_gmt":"2023-07-31T09:19:50","slug":"erster-ias-publisher-round-table-2","status":"publish","type":"post","link":"https:\/\/integralads.com\/de\/insider\/erster-ias-publisher-round-table-2\/","title":{"rendered":"Erster IAS Publisher Round-Table"},"content":{"rendered":"<p><span style=\"vertical-align: inherit;\"><span style=\"vertical-align: inherit;\"><span style=\"vertical-align: inherit;\"><span style=\"vertical-align: inherit;\"><strong>Erster IAS Publisher Round-Table zeigt: mehr Transparenz zwischen Branchen-Teilnehmern erforderlich<\/strong><\/p>\n<p><span style=\"font-weight: 400;\">Zum ersten Mal lud Integral Ad Science f\u00fchrende Publisher zu einem Round-Table ein, um \u00fcber die aktuellen Herausforderungen im digitalen Marketing zu diskutieren. Dabei standen nicht nur neue Measurement-Trends und die Bewertung verschiedener Qualit\u00e4ts-KPIs im Vordergrund, sondern insbesondere Transparenz und die Entwicklung gemeinsamer Standards waren f\u00fcr die Beteiligten zentral. In einer lebhaften Diskussion zwischen den Branchenteilnehmer kristallisierten sich drei gro\u00dfe Themen heraus, die f\u00fcr sie von Bedeutung sind:<\/span><\/p>\n<p>&nbsp;<\/p>\n<ul>\n<li><b>Transparenz ist Voraussetzung f\u00fcr eine gute Zusammenarbeit<\/b><\/li>\n<\/ul>\n<p><span style=\"font-weight: 400;\">W\u00e4hrend sich die Teilnehmer \u00fcber die Wichtigkeit von Ad Verification einig waren, machte eine zuvor intern durchgef\u00fchrte Umfrage unter den Publishern deutlich, dass beim Thema Transparenz noch Verbesserungspotential herrscht. Zu wenig fundierte Wissensgrundlagen auf den Seiten der einzelnen Beteiligten \u2012 Publishern, Vermarktern, Agenturen und Kunden sowie die Vielzahl an unterschiedlichen Anbietern mit unterschiedlichen Standards, verkomplizieren die Lage. Die L\u00f6sung auf dieses Problem kann nur Transparenz sein. Dabei m\u00fcssen Publisher gegen\u00fcber der Agentur-Seite transparent \u00fcber die Art der Messung und der in Anspruch genommenen Dienstleister sein. <\/span><\/p>\n<ul>\n<li><b> Entwicklung gemeinsamer Standards bei Messmethoden<\/b><\/li>\n<\/ul>\n<p><span style=\"font-weight: 400;\">Ein weitere Herausforderung stellen nach Meinung der Anwesenden die unterschiedlichen Messmethoden von Ad-Verification-Anbietern dar. Die zentrale Forderung: Es muss ein einheitlicher Standard entwickelt werden. Fest steht auch: Vor der Zusammenarbeit m\u00fcssen alle Beteiligten an einen Tisch kommen, um gemeinsam ihre Ziele zu validieren, sich auf gemeinsame KPIs zu einigen und eine einheitliche Messmethode zu etablieren. Nur so k\u00f6nnen Missverst\u00e4ndnisse und unterschiedliche Erwartungshaltungen bei der Werbemessung vermieden werden. <\/span><\/p>\n<ul>\n<li><b>Klare Abgrenzung gefordert: Legal Safety vs. Brand Suitability<\/b><\/li>\n<\/ul>\n<p><span style=\"font-weight: 400;\">Ein weiterer Kritikpunkt betrifft die unklare Trennung der Begriffe Brand Safety und Brand Suitability. Dazu stellte Oliver Migge von MEDIAG fest, dass die Begriffe Legal Safety und Brand Suitability viel zu sehr vermischt werden. Denn w\u00e4hrend Legal lokale Standards befolge, folgen Marken ihren Werten. Sie m\u00fcssen daher entscheiden, mit welchen Inhalten sie in Verbindung gebracht werden m\u00f6chten. W\u00e4hrend Publisher bei der Filterung von gesetzeswidrigen Inhalten bereits gut aufgestellt seien, liege die gro\u00dfe Herausforderung bei der Gew\u00e4hrleistung der Brand Suitability.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Insgesamt handelte es sich um einen erfolgreichen Austausch, der insbesondere eines klar machte: Die Gespr\u00e4che zwischen den unterschiedlichen Branchenteilnehmern \u2012 auf Publisher-, Advertiser- und Kundenseite \u2012 m\u00fcssen weiter vertieft und ausgebaut werden. Nur in enger Zusammenarbeit wird es m\u00f6glich sein, L\u00f6sungen f\u00fcr die Probleme im schnelllebigen Digital Marketing zu finden.<\/span><\/span><\/span><\/span><\/span><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Erster IAS Publisher Round-Table zeigt: mehr Transparenz zwischen Branchen-Teilnehmern erforderlich Zum ersten Mal lud Integral Ad Science f\u00fchrende Publisher zu einem Round-Table ein, um \u00fcber die aktuellen Herausforderungen im digitalen Marketing zu diskutieren. Dabei standen nicht nur neue Measurement-Trends und&#8230;<\/p>\n","protected":false},"author":1,"featured_media":293548,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[85,91,87],"tags":[],"class_list":["post-293547","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-kanaele","category-publisher-de","category-themen"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v27.4 (Yoast SEO v27.4) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>Erster IAS Publisher Round-Table - Integral Ad Science<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/integralads.com\/de\/insider\/erster-ias-publisher-round-table-2\/\" \/>\n<meta property=\"og:locale\" content=\"de_DE\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Erster IAS Publisher Round-Table\" \/>\n<meta property=\"og:description\" content=\"Erster IAS Publisher Round-Table zeigt: mehr Transparenz zwischen Branchen-Teilnehmern erforderlich Zum ersten Mal lud Integral Ad Science f\u00fchrende Publisher zu einem Round-Table ein, um \u00fcber die aktuellen Herausforderungen im digitalen Marketing zu diskutieren. 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