In Europe, Germany is known as the country with the strictest privacy concerns. So it is no surprise that a Dusseldorf-based industry association has come up with a code of conduct for marketers, publishers, DSPs, SSPs, and data providers that will bring some transparency to the programmatic market..
The Bundesverband Digitale Wirtschaft (BVDW) eV is a leading German advocacy group for companies with digital business models, or who are part of the digital value chain. Anchored by member companies from various segments of the Internet industry, it can provide a holistic view of the German digital economy and act as a spokesperson for the market. It’s a source of important information, facts and data for both those in the industry and those wishing to learn about it.
BVDW is committed to making the efficiency and benefits of digital services – content, services and technologies – transparent and thus promoting their use in the overall economy, society and administration. Using the pillars of market development, market intelligence and market regulation, BVDW bundles leading digital know-how to help shape a positive development of what is now considered a leading growth sector in the German economy. However, as a central body of the digital economy, the organization also provides standards and binding guidelines for industry players for market transparency.
Over forty companies, including Adform, Appnexus, DataXu, Mediamath and Teads have signed the new agreement. Companies that are not members of the organization can also sign, and signing companies are required to adhere to the code of conduct.
Companies that call themselves full stack providers will also be required to adhere to the standards, which stress transparency, safety and quality.
The aim of BVDW’s standards effort is to make programmatic more efficient and useful to German marketers and publishers by creating a controlled system. Germany is probably hoping to avoid the problems that surfaced in the US, which deployed programmatic advertising without sufficient transparency, and caused many marketers problems, such as discovering their brands displayed in non brand-safe environments. Other issues like scanty metrics for determining ROI caused online advertising prices for programmatic to remain low years after they should have risen consistent with the number of consumers moving online.
We suspect that the focus group that created the code of conduct will have to continue studying the more complicated issues involved in programmatic, such as header bidding and programmatic TV:
The code of conduct is a first step to provide new impetus for the development of programmatic in Germany, says Julian Simons, deputy chairman of the BVDW’s focus group on programmatic advertising: “In a highly dynamic area such as programmatic, we cannot just establish rules within the market and then sit back. This continues to be a process of development, which will take current developments into account.”
One large looming problem is the absence of both Facebook and Google, said to control 75% of global ad spend, as signatories to the compact.