In April, Adledge became one of the few visibility measurement technologies in Europe to gain accreditation from the Media Rating Council (MRC). Dominique Blanc, VP Sales Adledge comes back on this news and shares the perspectives that open up to society.
What does this accreditation mean to you and how important is it to your business?
The Adledge MRC accreditation concerns its scope of measurement of desktop and mobile viewability on display and video. We are very proud to have obtained this accreditation because it will not only allow the company to gain more credibility but also offer a global reach in the market, which is very important and rewarding for us. The MRC is an organization created in the United States and therefore primarily for the US market. It has become the benchmark internationally. For us, this accreditation was fundamental because it allows us to enter a small club of companies able to measure the visibility with the rigor required by the MRC.
Today, we can build the credibility of the Adledge brand and reiterate our international ambitions.
What about your partners?
For all of our technological partners, this also represents a guarantee of reliability. Services like ours need to be integrated and accessible on all kinds of platforms. From now on, we can engage in much more simple and effective discussions being recognized on the sector among the few European companies with this accreditation.
What efforts must a company make to obtain accreditation?
A lot of effort is needed to achieve this, especially at an organizational level. The MRC looks carefully at the different processes and methodologies implemented within the company as well as the results. For medium-sized companies, this requires a lot of rigor. But this is not necessarily something that growing companies are focusing on in the first place. On the contrary, they tend to seek or realize development opportunities and then think about the framework. The process requires better structuring for the MRC as for the partners with whom we exchange.
In particular, we had to focus on documenting all the information in order to make it available to all our partners. For example, in the context of the detection of fraud, it is to set up processes whose purpose is to automatically and instantaneously alert the right publishers. This implies creating templates and standardizing communication to give publishers a set of information that allows them to take action quickly.
All of this represents a lot of effort internally but it helps companies to make a difference, to grow and to structure themselves.
In your opinion, can we be taken seriously today without this accreditation?
It’s more and more difficult. It should be noted that the MRC meets a number of requirements coming from the advertisers and agencies. In addition, we are in a globalized market in which reference players now have this accreditation. We must therefore strive to obtain it if we want to position ourselves in this sector of activity.
What is your position today against Google and Facebook? In your opinion, to what extent would MRC accreditation help to combat the dominance of GAFA?
The giants are closing their inventories or other properties and we find that the companies most likely to collaborate with Google and Facebook are very often US companies. Nevertheless, this type of accreditation, which is given by a US organization, should allow us to align with these companies. I am very optimistic about this and Adledge feels very comfortable initiating a dialogue with these platforms that capture a major part of the investments. To collaborate with these platforms, we must find balanced means, in other words in respect of both parties. The companies that are currently measuring visibility on these platforms are doing so in an unsatisfactory way. Very concretely they receive viewability information from these platforms without having a real right of inspection. There is certainly another form of collaboration to consider.
Consortiums, labels … What are their assets in your opinion?
I remain convinced that only quality content is a generator of value over the long term. A common commercial thinking for publishers with strong editorial content can only prove to be beneficial and to better fight the dominance of service platforms. I regard these initiatives very favorably, both as a professional in the advertising market and as a citizen. For its part, Adledge is conducting a discussion with some groups of publishers on the type of information to provide publishers to help them better value their inventories and find business ideas that could be made available on their marketplace.
And the GDPR? What is the impact of this new regulation on your activities?
This is our view of an excellent initiative from a user point of view. From a business point of view, this new regulation we impact marginally. Our solution was thought from the outset as a solution respectful of the privacy of the user. Adledge is a cookieess solution – we do not collect cookies – or information that would identify users. However, since it affects all our partners (agencies, advertisers and technology partners), we are a link in the chain and we are taking steps to offer a collaboration that fits well within the framework of this European regulation. Our contracts as well as our data policy have been revised and we are about to appoint our DPO (Data Protection Officer).
What improvements would you have liked to see on the market?
I think that professional organizations and the advertising market at European level should focus more on the solutions that emanate from Europe and help them to develop globally. This would make it possible to fight against the influence of big platforms and to avoid that American standards become the default global standards. There are enough companies, solutions and inventiveness in Europe today to offset this American influence.
In addition, the market for adtech technologies is very heterogeneous and fragmented in Europe. Would it not be a brake on the internationalization of solutions?
I do not think so. I think that the multiplicity of the offer makes that some leaders emerge quite naturally especially as the market tends to contract. European companies like AdForm have managed to emerge internationally in a context where Google dominates. It is feasible.