US Advertisers Call Internet Giants to Account
The US’ Association of National Advertisers (ANA) has called on seven digital giants to follow the example of Google and Facebook and replace their ‘walled garden’ approach to measurement with independent audits by the MRC.
The ANA named Amazon, Foursquare, Instagram, LinkedIn, Pinterest, Snapchat and Twitter, who it says should ’embrace transparency and break down their walled gardens by allowing independent audits by the MRC’.
The move follows a survey in which around 90 percent of ANA members approved of the idea. ‘Walled gardens’ on the Internet are closed systems where the user experience is controlled by the host – as is access to those users by advertisers. …
… read on at mrweb.com
Originally posted at Daily Research News Online
20th March 2017