The proportion of media budgets managed on an auction basis is steadily increasing, putting a growing share of investments at risk of potential bid manipulations. Several documents made public during a 2023 lawsuit against Google revealed such tactics, and some of these revelations could resurface in the new trial against Google, which started last Monday (September 9) in Virginia. The security of brands on platforms with virtually unlimited advertising inventory, largely generated by users, requires constant validation of protection mechanisms for advertisers.

In this context, it's crucial not to let platforms optimize without ensuring that auction mechanics genuinely serve advertisers' interests. The CASA initiative by OMG (Council on Accountability and Standards in Advertising) aims to bring more control and transparency to advertisers by collaborating directly with major players in the media channels commonly used in the industry. Specifically, CASA’s mandate is divided into three areas:

1. Empower buyers against media entities.

2. Standardize operations across platforms.

3. Ensure the accountability of partners to their commitments.

This initiative has a global reach and covers social platforms, CTV, retail media, SSPs, display, and streaming audio. For each channel, the committee evaluates leading partners based on seven universal advertiser rights and corresponding pillars for the platforms.

Here are some examples illustrating the progress achieved by CASA over recent quarters:

• CTV: Detailed delivery reports down to the program title on NBC Universal, a first in the market. Partnership with Double Verify and IAS for delivery verification.

• Retail Media: Inclusion of a "Randomized Control Testing" model to validate the incrementality of investments in collaboration with major "retail media" solution providers in North America.

• SSP: Segmentation of technology fees in cost reports, by transaction type.

This is an ongoing effort that evolves each year and expands with the successes achieved and market changes. Such initiatives require highly specialized staff, centralized operations for all covered markets, and the strength of a large network to generate significant results with the involved partners. Omnicom Media Group’s mission to deliver value to its clients and contribute to a high-performing and healthy media ecosystem for the entire industry goes beyond this global initiative. Feel free to share your challenges with us to discuss our innovative and developing solutions, supported by experts in our agencies across Canada.