Observed Signal · Jun 18, 2019 · Partnership · Source: OnlineMarketing.de · Impact: 3/5 · Sentiment: Positive
Responsible Media Alliance Forms to Improve Ad Trust
Procter & Gamble, Google, Facebook, Adidas, Teads, Twitter and numerous other advertisers join a project to strengthen brand safety and foster a more responsible digital-media environment. The Responsible Media Alliance aims to form an inclusive working group that will chart concrete steps to restore advertiser trust in digital ecosystems. The coalition counts 16 advertisers including Unilever, Procter & Gamble Co., Adidas, Bayer, BP, Danone, Diageo, General Mills, GSK Consumer Healthcare, LVMH, Mars, Mastercard, Mondelez International, Nestlé and Shell, plus media partners such as Teads, TrustX, Twitter, Unruly and Verizon Media. NBC/Universal also participates, alongside industry bodies like the Association of National Advertisers, 4A’s, IAB, ISBA, the Mobile Marketing Association, the Coalition for Better Ads, Effie Worldwide and the World Federation of Advertisers. Facebook’s Will Platt-Higgins and Mars’ Robert Rakowitz highlighted the need to move from reach-at-all-costs to responsible reach, as the alliance gathers for its first official meeting.
Industry coalition formation (Responsible Media Alliance) involving major advertisers, platforms, media owners, and industry bodies to enhance brand safety and trust in digital media.
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Key Takeaways & Evidence Grounding
- 16 advertisers participate in the Responsible Media Alliance, including Unilever, Procter & Gamble Co., Adidas, Bayer, BP, Danone, Diageo, General Mills, GSK Consumer Healthcare, LVMH, Mars, Mastercard, Mondelez International, Nestlé and Shell.
- Media partners Teads, TrustX, Twitter, Unruly and Verizon Media are part of the project.
- Platforms Google and Facebook are involved; NBC/Universal is also included.
- Industry bodies involved include the Association of National Advertisers, 4A’s, IAB, ISBA, MMA, Coalition for Better Ads, Effie Worldwide and World Federation of Advertisers.
- Quotes from Will Platt-Higgins (Facebook) and Robert Rakowitz (Mars) emphasize shifting to responsible reach; first official meeting expected Wednesday.
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Whale TV and Teads Make CTV Inventory Globally Available
Adtech company Teads is expanding its Connected TV offering with additional home screen inventory from Whale TV. Advertisers can now buy Whale TV's ad inventory in over 100 countries through Teads' Ad Manager. The two companies are expanding a collaboration that began in 2024, initially covering the Netherlands and Central/Eastern Europe. Whale TV, formerly known as Zeasn, reports 47.5 million monthly active TV devices globally, with 35% in Europe. The company works with over 400 TV brands including Philips, TCL, and Sharp. Teads now has direct access to over 500 million addressable TV devices for home screen advertising and has delivered more than 6,000 home screen campaigns since 2023. The offering includes home screen mastheads and native display formats that can expand to fullscreen video.
Agentic Commerce Boosts BFCM Performance for Brands
Swap, an agentic commerce provider, highlights how AI-powered storefronts can optimize e-commerce performance during Black Friday and Cyber Monday. The article details the partnership with fashion brand Willy Chavarria for a 2026 World Cup collection, which generated over 1,000 orders in six days with a 3% conversion rate and a $249 average order value. Swap reports that agentic storefronts achieve 2x higher conversion, 3x time on site, and 20% fewer returns. The piece also emphasizes the importance of post-purchase strategies, such as returns management and exchange programs, to retain revenue. Swap's Checkout+ program shows 60% opt-in rates and a 35% year-over-year increase in retained revenue for brands using its returns infrastructure.
Zalando Announces New Festival for Fashion, Music, Culture
Zalando is expanding its brand and entertainment business with its own festival called "Access All Areas" (AAA), scheduled for April 24-25, 2027, at Station Berlin and Tempodrom. The company expects up to 40,000 visitors and will combine live music, fashion, beauty, sport, and brand activations. British singer-songwriter RAYE is announced as the first headliner. Initially, 14 brands are participating, including adidas, Calvin Klein, Nike, Asics, Dr. Martens, lululemon, New Balance, On, Puma, Tommy Hilfiger, and Vans, as well as beauty brands Beauty of Joseon, Kérastase, and MAC. The festival will be closely tied to Zalando Plus, with members in participating markets able to receive free tickets. The exclusive presale is planned for January 2027. Zalando Plus has over 20 million members across 17 European markets. The festival is part of Zalando's strategy to position itself as an inspiration and entertainment platform, strengthening customer loyalty and offering brand partners new physical and digital touchpoints.
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