First off, many thanks Maarten for your kind words and for amplifying the message!
And to those who have commented.
Nick Manning and I have been talking about this topic for ages, our frustrations and concerns may have only recently been made public but this is by no means a new issue either for us or indeed for the industry.
Part of our frustration has been the lack of debate, the apparent acceptance of the status quo. 
Ad fraud? Well, meah! What can I do about it? It happens, it sucks but there you go!
When did you last see a large network agency express their concern, or do something about it?
They don't and they're not alone. 
It's as if the industry has just accepted that losing huge amounts of money to criminals is somehow just OK.
Or, that everyone is complicit so don't rock the boat with inconvenient truths.
We want to raise these issues not just because the industry loses money but because the byproduct is excessive automation, sameness, lack of originality, lack of creativity and ultimately inefficient and ineffective advertising.
We also see fewer talented people entering the business, leading eventually to a stagnant talent pool, and fewer rewarding and great careers.
So we think this is a battle worth fighting. We may be two old guys shouting into the void and nothing may change, but we think it's worth a go!
We hope many of you reading this will think so too.
If so, you can if you prefer anonymity mail me at brian@bjanda.com.

First off, many thanks Maarten for your kind words and for amplifying the message!
And to those who have commented.
Nick Manning and I have been talking about this topic for ages, our frustrations and concerns may have only recently been made public but this is by no means a new issue either for us or indeed for the industry.
Part of our frustration has been the lack of debate, the apparent acceptance of the status quo. 
Ad fraud? Well, meah! What can I do about it? It happens, it sucks but there you go!
When did you last see a large network agency express their concern, or do something about it?
They don't and they're not alone. 
It's as if the industry has just accepted that losing huge amounts of money to criminals is somehow just OK.
Or, that everyone is complicit so don't rock the boat with inconvenient truths.
We want to raise these issues not just because the industry loses money but because the byproduct is excessive automation, sameness, lack of originality, lack of creativity and ultimately inefficient and ineffective advertising.
We also see fewer talented people entering the business, leading eventually to a stagnant talent pool, and fewer rewarding and great careers.
So we think this is a battle worth fighting. We may be two old guys shouting into the void and nothing may change, but we think it's worth a go!
We hope many of you reading this will think so too.
If so, you can if you prefer anonymity mail me at brian@bjanda.com.

First off, many thanks Maarten for your kind words and for amplifying the message!
And to those who have commented.
Nick Manning and I have been talking about this topic for ages, our frustrations and concerns may have only recently been made public but this is by no means a new issue either for us or indeed for the industry.
Part of our frustration has been the lack of debate, the apparent acceptance of the status quo. 
Ad fraud? Well, meah! What can I do about it? It happens, it sucks but there you go!
When did you last see a large network agency express their concern, or do something about it?
They don't and they're not alone. 
It's as if the industry has just accepted that losing huge amounts of money to criminals is somehow just OK.
Or, that everyone is complicit so don't rock the boat with inconvenient truths.
We want to raise these issues not just because the industry loses money but because the byproduct is excessive automation, sameness, lack of originality, lack of creativity and ultimately inefficient and ineffective advertising.
We also see fewer talented people entering the business, leading eventually to a stagnant talent pool, and fewer rewarding and great careers.
So we think this is a battle worth fighting. We may be two old guys shouting into the void and nothing may change, but we think it's worth a go!
We hope many of you reading this will think so too.
If so, you can if you prefer anonymity mail me at brian@bjanda.com.

First off, many thanks Maarten for your kind words and for amplifying the message!
And to those who have commented.
Nick Manning and I have been talking about this topic for ages, our frustrations and concerns may have only recently been made public but this is by no means a new issue either for us or indeed for the industry.
Part of our frustration has been the lack of debate, the apparent acceptance of the status quo. 
Ad fraud? Well, meah! What can I do about it? It happens, it sucks but there you go!
When did you last see a large network agency express their concern, or do something about it?
They don't and they're not alone. 
It's as if the industry has just accepted that losing huge amounts of money to criminals is somehow just OK.
Or, that everyone is complicit so don't rock the boat with inconvenient truths.
We want to raise these issues not just because the industry loses money but because the byproduct is excessive automation, sameness, lack of originality, lack of creativity and ultimately inefficient and ineffective advertising.
We also see fewer talented people entering the business, leading eventually to a stagnant talent pool, and fewer rewarding and great careers.
So we think this is a battle worth fighting. We may be two old guys shouting into the void and nothing may change, but we think it's worth a go!
We hope many of you reading this will think so too.
If so, you can if you prefer anonymity mail me at brian@bjanda.com.

First off, many thanks Maarten for your kind words and for amplifying the message!
And to those who have commented.
Nick Manning and I have been talking about this topic for ages, our frustrations and concerns may have only recently been made public but this is by no means a new issue either for us or indeed for the industry.
Part of our frustration has been the lack of debate, the apparent acceptance of the status quo. 
Ad fraud? Well, meah! What can I do about it? It happens, it sucks but there you go!
When did you last see a large network agency express their concern, or do something about it?
They don't and they're not alone. 
It's as if the industry has just accepted that losing huge amounts of money to criminals is somehow just OK.
Or, that everyone is complicit so don't rock the boat with inconvenient truths.
We want to raise these issues not just because the industry loses money but because the byproduct is excessive automation, sameness, lack of originality, lack of creativity and ultimately inefficient and ineffective advertising.
We also see fewer talented people entering the business, leading eventually to a stagnant talent pool, and fewer rewarding and great careers.
So we think this is a battle worth fighting. We may be two old guys shouting into the void and nothing may change, but we think it's worth a go!
We hope many of you reading this will think so too.
If so, you can if you prefer anonymity mail me at brian@bjanda.com.

First off, many thanks Maarten for your kind words and for amplifying the message!
And to those who have commented.
Nick Manning and I have been talking about this topic for ages, our frustrations and concerns may have only recently been made public but this is by no means a new issue either for us or indeed for the industry.
Part of our frustration has been the lack of debate, the apparent acceptance of the status quo. 
Ad fraud? Well, meah! What can I do about it? It happens, it sucks but there you go!
When did you last see a large network agency express their concern, or do something about it?
They don't and they're not alone. 
It's as if the industry has just accepted that losing huge amounts of money to criminals is somehow just OK.
Or, that everyone is complicit so don't rock the boat with inconvenient truths.
We want to raise these issues not just because the industry loses money but because the byproduct is excessive automation, sameness, lack of originality, lack of creativity and ultimately inefficient and ineffective advertising.
We also see fewer talented people entering the business, leading eventually to a stagnant talent pool, and fewer rewarding and great careers.
So we think this is a battle worth fighting. We may be two old guys shouting into the void and nothing may change, but we think it's worth a go!
We hope many of you reading this will think so too.
If so, you can if you prefer anonymity mail me at brian@bjanda.com.

First off, many thanks Maarten for your kind words and for amplifying the message!
And to those who have commented.
Nick Manning and I have been talking about this topic for ages, our frustrations and concerns may have only recently been made public but this is by no means a new issue either for us or indeed for the industry.
Part of our frustration has been the lack of debate, the apparent acceptance of the status quo. 
Ad fraud? Well, meah! What can I do about it? It happens, it sucks but there you go!
When did you last see a large network agency express their concern, or do something about it?
They don't and they're not alone. 
It's as if the industry has just accepted that losing huge amounts of money to criminals is somehow just OK.
Or, that everyone is complicit so don't rock the boat with inconvenient truths.
We want to raise these issues not just because the industry loses money but because the byproduct is excessive automation, sameness, lack of originality, lack of creativity and ultimately inefficient and ineffective advertising.
We also see fewer talented people entering the business, leading eventually to a stagnant talent pool, and fewer rewarding and great careers.
So we think this is a battle worth fighting. We may be two old guys shouting into the void and nothing may change, but we think it's worth a go!
We hope many of you reading this will think so too.
If so, you can if you prefer anonymity mail me at brian@bjanda.com.

First off, many thanks Maarten for your kind words and for amplifying the message!
And to those who have commented.
Nick Manning and I have been talking about this topic for ages, our frustrations and concerns may have only recently been made public but this is by no means a new issue either for us or indeed for the industry.
Part of our frustration has been the lack of debate, the apparent acceptance of the status quo. 
Ad fraud? Well, meah! What can I do about it? It happens, it sucks but there you go!
When did you last see a large network agency express their concern, or do something about it?
They don't and they're not alone. 
It's as if the industry has just accepted that losing huge amounts of money to criminals is somehow just OK.
Or, that everyone is complicit so don't rock the boat with inconvenient truths.
We want to raise these issues not just because the industry loses money but because the byproduct is excessive automation, sameness, lack of originality, lack of creativity and ultimately inefficient and ineffective advertising.
We also see fewer talented people entering the business, leading eventually to a stagnant talent pool, and fewer rewarding and great careers.
So we think this is a battle worth fighting. We may be two old guys shouting into the void and nothing may change, but we think it's worth a go!
We hope many of you reading this will think so too.
If so, you can if you prefer anonymity mail me at brian@bjanda.com.

First off, many thanks Maarten for your kind words and for amplifying the message!
And to those who have commented.
Nick Manning and I have been talking about this topic for ages, our frustrations and concerns may have only recently been made public but this is by no means a new issue either for us or indeed for the industry.
Part of our frustration has been the lack of debate, the apparent acceptance of the status quo. 
Ad fraud? Well, meah! What can I do about it? It happens, it sucks but there you go!
When did you last see a large network agency express their concern, or do something about it?
They don't and they're not alone. 
It's as if the industry has just accepted that losing huge amounts of money to criminals is somehow just OK.
Or, that everyone is complicit so don't rock the boat with inconvenient truths.
We want to raise these issues not just because the industry loses money but because the byproduct is excessive automation, sameness, lack of originality, lack of creativity and ultimately inefficient and ineffective advertising.
We also see fewer talented people entering the business, leading eventually to a stagnant talent pool, and fewer rewarding and great careers.
So we think this is a battle worth fighting. We may be two old guys shouting into the void and nothing may change, but we think it's worth a go!
We hope many of you reading this will think so too.
If so, you can if you prefer anonymity mail me at brian@bjanda.com.

First off, many thanks Maarten for your kind words and for amplifying the message!
And to those who have commented.
Nick Manning and I have been talking about this topic for ages, our frustrations and concerns may have only recently been made public but this is by no means a new issue either for us or indeed for the industry.
Part of our frustration has been the lack of debate, the apparent acceptance of the status quo. 
Ad fraud? Well, meah! What can I do about it? It happens, it sucks but there you go!
When did you last see a large network agency express their concern, or do something about it?
They don't and they're not alone. 
It's as if the industry has just accepted that losing huge amounts of money to criminals is somehow just OK.
Or, that everyone is complicit so don't rock the boat with inconvenient truths.
We want to raise these issues not just because the industry loses money but because the byproduct is excessive automation, sameness, lack of originality, lack of creativity and ultimately inefficient and ineffective advertising.
We also see fewer talented people entering the business, leading eventually to a stagnant talent pool, and fewer rewarding and great careers.
So we think this is a battle worth fighting. We may be two old guys shouting into the void and nothing may change, but we think it's worth a go!
We hope many of you reading this will think so too.
If so, you can if you prefer anonymity mail me at brian@bjanda.com.

First off, many thanks Maarten for your kind words and for amplifying the message!
And to those who have commented.
Nick Manning and I have been talking about this topic for ages, our frustrations and concerns may have only recently been made public but this is by no means a new issue either for us or indeed for the industry.
Part of our frustration has been the lack of debate, the apparent acceptance of the status quo. 
Ad fraud? Well, meah! What can I do about it? It happens, it sucks but there you go!
When did you last see a large network agency express their concern, or do something about it?
They don't and they're not alone. 
It's as if the industry has just accepted that losing huge amounts of money to criminals is somehow just OK.
Or, that everyone is complicit so don't rock the boat with inconvenient truths.
We want to raise these issues not just because the industry loses money but because the byproduct is excessive automation, sameness, lack of originality, lack of creativity and ultimately inefficient and ineffective advertising.
We also see fewer talented people entering the business, leading eventually to a stagnant talent pool, and fewer rewarding and great careers.
So we think this is a battle worth fighting. We may be two old guys shouting into the void and nothing may change, but we think it's worth a go!
We hope many of you reading this will think so too.
If so, you can if you prefer anonymity mail me at brian@bjanda.com.

Bounce is on WXMI FOX17 DT3 was on Wood TV about 8 years 2013 to 2021 before moving to Scripps. I wonder if Scripps sells Bounce if Fox17 will drop it they still air Antenna TV even know Nexstar owns the network, Antena TV has been on Fox17 since day 1 when it was a Tribune TV station. Not really a fan of diginets.

Thank you Joe.  I will be the first to admit this standard is not perfect, in fact no standard we've produced has been perfect.  Flaws can be mined from certain of the details.  The OOH standard is vast majority good (my opinion).  This standard took 5 years to write, unfortunately, and compromises have been hard won.  As I previously commented the standard builds a bridge toward comparability.  I personally care about this and have a strong desire to finish the job getting to standards for OOH audience metrics in phase 2.

George Ivie: Thank you for the visceral marketplace example, and for explaining how phase 1 is a building block toward a workable common denominator.

Those who think they can accurately measure impressions (and/or their 'quality' or 'effectiveness') are deluded.

The more marketing requisites the more data points (not just digital data) are required and the permutations rapidly increase. In the vain attempt to increase permutations, the accuracy generally decreases.   And then the results are generally atypicaland very often misleading.

Phase 2 will cover audience measurement; the phase 1 standard is not intended to be anti-audience measurement or anti-Geopath.  MRC believes strongly in the merit of audience measurement.  

Consider an example: YouTube had $8.1 billion in ad sales for Q1 2024, a 21% increase year over year and Alphabet, YouTube's parent, had total revenue of $80.54 billion and net income of $23.66 billion for Q1, a 15% and 57% increase respectively.  We still have people arguing against seeking to align OOH measurement with other media types and prepare OOH for cross-media measurement, which was one of our key objectives.

This corroborates the findings of Dr. Vilma Todri from the Goizueta Business School at Emory University, who researched the effects of ad blockers on online spending. Her study indicates that the decrease in ad exposure among ad blocker users leads to a reduction in overall online spending. This effect is particularly pronounced for new market entrants. Moreover, the study suggests that the use of ad blockers also impacts overall brand searches, as reduced product awareness from decreased ad visibility affects consumer search behavior.

https://blog.getadmiral.com/adblock-use-drops-consumer-spending-14-billion

Tony, this is just another example of the sellers getting what they want---this time for OOH  from the MRC. They all think that bigger numbers give them more ad dollars--hence OTS or "impressions" ---not actual ad exposures. This kind of thinking was behind the Geopath revolt of a few years ago that Joe wrote about recently. The TV ad sellers think the same way---and wrongly--- if advertisers realized how few actual ad contacts they are getting for their dollars they would probably spend more---not less--to rectify the shortfall.

@Tony Jarvis: Do tell, what are the flaws?

But without the ads, Douglas, the "audience" would have very little to watch---so it's a well understood trade-off. Most people have always accepted ads as the price for getting their favorite TV shows. That's what's happening now in streaming---not the reverse.

Advertising is primarily great for the ad people, not the audience. With scarce exceptions, TV ads are unwelcome interruptions and often louder and more insipid than the show. DVRs were the savior for fast-forwarding but ad-supported streamers are bringing back the poorly-behaved visits from sponsors. Even cable operators like Charter/Spectrum are in on the return of forced ads, by discontinuing DVRs to new subs.

Agreed, Maarten, but as I commented on Dave Morgan's similar post, the target must---in my humble opinion---be those advertiser CMO's who's money is funding most of these bad parctices---not those who are playing the game. So it's really a question of what forums are used to stir up the pot and, maybe, generate a real reaction--with teeth in it---one that will motivate the ad agencies to reconstitute their old and time honored role as policemen for the media. The only way this will happen is if their clients insist on it---providing this is done in a fair manner --which recognizes that the agencies should be properly rewarded for good media work---not constantly squeezed down to the smallest possible fees.