PARTNERSHIP FOR RESPONSIBLE ADDRESSABLE MEDIA SHARES DRAFT COMPENDIUM OF PRIORITY BUSINESS USE CASES FOR ADDRESSABILITY
Execs from Bank of America, P&G, Mastercard, Verizon Coordinated Working Group Effort Involving More Than 60 Brands, Publishers, Agencies, Ad Tech Companies
New York, NY – January 5, 2021 – The Partnership for Responsible Addressable Media (PRAM) today shared a draft compendium of priority business use cases [LINK] around addressability, as the organization considers standards and options for future addressability solutions. The compendium was drafted over several months of meetings by PRAM’s business practices working group, as it led a cross-industry dialogue involving more than 60 major companies with leadership by executives from Bank of America, Procter & Gamble, Mastercard, and Verizon.
“In complex systems like digital media and advertising, seemingly simple changes to core technologies can cause a cascade of unanticipated and damaging impacts across other parts of the system,” said Bill Tucker, executive director of PRAM. “To build a new future for addressability, we needed to establish a current baseline of existing use cases in today’s marketplace, including those that support consumer benefits like personalization, relevant advertising, and ad-funded content and services. This draft compendium will serve as a valuable evolving tool as we evaluate potential standards and solutions around the complicated and interconnected challenges of addressability.”
The compendium includes scores of specific use cases across both advertising and publishing. The advertiser business use cases are organized in line with the high-level business planning cycle of Planning, Activation, Measurement, and Optimization, and the publisher use cases by their high-level priority business tactics.
The draft compendium of current use cases will continue to be iterated and improved based on feedback from the Business Practices working group and other industry participants. Going forward, it will be utilized by PRAM’s Technical Standards and Privacy, Policy, and Legal Considerations working groups to create appropriate standards and ensure that potential addressability solutions enhance the consumer experience and protect the essential practices needed for innovation and growth in the ecosystem.
The draft compendium of business use cases from the working group can be found at responsibleaddressablemedia.com/results.
About the Partnership for Responsible Addressable Media
The Partnership is a collaborative initiative of the advertising and media industry to advance and protect critical functionalities like customization and analytics for digital media and advertising, while safeguarding privacy and improving the consumer experience. Governing group members of the Partnership include the industry’s leading trade associations (4A’s, Association of National Advertisers/ANA, Interactive Advertising Bureau, IAB Tech Lab, Network Advertising Initiative, World Federation of Advertisers), advertisers (AT&T, Ford, General Motors, IBM, MasterCard, Procter & Gamble, Unilever), agencies (UM, Publicis Media), publishers (Meredith, NBCUniversal), and ad tech/martech (Adobe, LiveRamp, MediaMath, The Trade Desk). More information about the Partnership for Responsible Addressable Media can be found at www.responsibleaddressablemedia.com.