• by Maarten Albarda , Featured Contributor, March 14, 2025

Two recent pieces on MediaPost highlight the continued requirement for advertisers and marketers to pay really close attention to where they put their digital ad dollars (which are pretty much ALL ad dollars these days).

The first article talked about the Network Advertising Initiative's (NAI) shift from a required privacy code to a “framework,” and the second exposes the unsettling reality of ad dollars funding criminal activities. Together, they paint a stark picture for advertisers.

The NAI's move might seem like a subtle tweak on the surface. However, it signifies a profound change in the approach to consumer privacy. For years, the NAI's code provided a semblance of self-regulation, a set of guidelines that, while not legally binding, offered a degree of consumer trust. Now, the emphasis shifts from strict rules to broader principles. This change is, of course, in line with the recent changes that Meta instituted, doing away with consumer and brand safety monitoring and instead going to a voluntary self-reported system similar to X’s approach.

As an advertiser, this shift demands a heightened sense of responsibility, as I have written before. Now more than before, marketers must embrace a proactive, ethical approach to data collection and usage. Transparency and consumer consent become even more paramount. Simply complying with the minimum requirements won't suffice. We need to build trust by demonstrating a genuine commitment to privacy and responsible use of consumer data. This means clear, concise disclosures about data practices, robust opt-out mechanisms, and a willingness to prioritize consumer well-being over short-term gains.

The implications extend beyond compliance. Advertisers will need to invest even more in robust data governance and security measures, not just to avoid regulatory scrutiny, but to safeguard their brand's integrity. Not doing so can quickly turn consumers against you.

The second article is one that should send even more shivers down every advertiser's spine. The revelation that digital media buys are funding criminal activities is a stark reminder of the dark side of programmatic advertising. The opacity of the digital supply chain makes it difficult to trace where our ad dollars end up, even with the best efforts and safeguards in place.

As I have written before, we are experiencing a moral and ethical crisis in the advertising industry. We cannot claim ignorance.

We have a responsibility to ensure that our ad dollars are not being used to fuel harm. This requires a fundamental shift in how we approach media buying. We need to demand greater transparency from our partners. We need to scrutinize the publishers we work with and hold them accountable for the content they distribute.

The solution isn't simple. It requires a collaborative effort from all stakeholders, including advertisers, agencies, publishers, and technology providers. We need to adopt stricter standards for publisher verification. We need to create a culture of accountability where everyone is responsible for ensuring the integrity of the digital advertising ecosystem, with real penalties for those that break the rules of what is acceptable.

For advertisers, this means rethinking our KPIs. We need to ask ourselves: What kind of impact are our ads having on the world? Are we contributing to a better society, or are we inadvertently fueling harm? The days of blind optimization are over. Advertisers must now prioritize trust, transparency, and ethical considerations. The future of our industry depends on it.